Starting point, what you already have

• Tell me how your team currently allocates budget between linear TV and streaming for the 25-54 demo. Options: Less than 10% streaming, 10-30% streaming, 31-50% streaming, 51-70% streaming, More than 70% streaming
• When did you last run a guaranteed streaming flight intended to replace linear reach, and what was the outcome?
• Who on your agency and brand team leads decisions about audience allocation and measurement, and how do they coordinate? Options: Agency media director, Brand media lead, Shared responsibility, Centralized measurement team, Other
• Describe how you currently estimate deduplicated reach across linear and streaming in your planning process.
• Rate your confidence in that deduplication estimate. Options: Very confident, Somewhat confident, Low confidence, No confidence

Where the current approach breaks

• If your streaming buys had to match linear reach this quarter, what would fail first?
• Which audience segments consistently underdeliver when you try to hit reach targets within the target demo? Options: 25-34 age band, 35-44 age band, 45-54 age band, Specific DMAs, Households with kids, Other
• How many unique viewers do you estimate are missing from your combined plan each month? Options: Less than 100k, 100k-500k, 500k-1M, 1M-5M, More than 5M
• What happens to campaign pacing, budget allocation, or creative strategy when that audience gap persists?
• Which single delivery failure would make you halt a flight midstream? Options: Audience underdelivery >10%, No deduplication evidence, Brand-safety adjacency breach, Measurement reconciliation failure, Other

Audience and outcomes that decide the deal

• Name the one audience KPI or guarantee that, if unmet, would force you to walk away.
• List the specific age bands, household compositions, and priority geographies you must hit inside 25-54.
• Estimate the deduplicated reach percentage you expect from a combined streaming package during a test flight. Options: 5-10%, 11-20%, 21-30%, 31-50%, More than 50%
• How precise must frequency capping be across properties to avoid overexposure? Options: Per-user across portfolio, Per-household across devices, Per-property only, Flexible, not strict
• Are there content adjacencies or genres that would immediately veto your participation? Options: Adult themes, Crime-heavy dramas, Political content, User-generated content, No vetoes, Other
• If show-level adjacency reporting is not available, would that stop you from proceeding? Options: Yes, stop negotiations, Proceed with restrictions, Accept higher scrutiny, Unsure

Measurement and trust, how you verify success

• Imagine our reported reach failed an independent audit, how would procurement and your media director react?
• Name the measurement endpoints and attribution windows your team requires for flight acceptance. Options: Impression-level logs, Deduped reach snapshots, Third-party verification feed, Incrementality test, 1-7 day attribution window, Other
• Select the reconciled reporting cadence that would satisfy your audit and buying needs. Options: Daily, Weekly, Bi-weekly, Monthly, End of flight only
• Who on your team signs off on reconciliation and make-good acceptance, and what is their typical approval SLA? Options: Media director within 2 days, Measurement lead within 1 week, Procurement within 2 weeks, Executive sign-off required, Other
• Would refusal to permit a direct feed to your measurement partner end the conversation? Options: Yes, we require direct feed, No, we can work with reconciled logs, We need a hybrid approach, Unsure

Creative, access, and launch items that trip projects

• Imagine one operational item were missing at kickoff, which would force you to delay the launch? Options: Creative not ready, Ad server access missing, Audience lists unavailable, Billing or PO not in place, Legal review pending, Other
• Count the creative variants required at launch, including lengths, orientations, and companion assets. Options: 1 variant, 2 variants, 3 variants, 4+ variants
• Do you have audience lists ready for onboarding, and are they seed lists, modeled audiences, or neither? Options: Seed lists, Modeled audiences, Both, None yet
• Provide the ad server or campaign execution platform your team uses and confirm whether tag-level access will be granted.
• Would inability to provide ad server access within two weeks of signature cause you to delay or cancel the launch? Options: Delay up to 2 weeks, Delay up to 4 weeks, Cancel the launch, Negotiate alternative access

Competitive landscape, the other options on the table

• List the alternative inventory approaches or suppliers your team is actively evaluating, including internal options. Options: Other premium publishers, Programmatic open exchanges, Incumbent network deals, Internal streaming swaps, Measurement-only partnerships, Other
• Identify the current supplier or internal approach you benchmark against, or write 'no incumbent'. Options: Incumbent publisher, Open exchange programmatic, Internal reallocation, No incumbent
• Has anyone on your team proposed solving reach shortfalls internally instead of buying guaranteed inventory? Options: Yes, internal budget reallocation, Yes, technical solution proposed, No internal proposal, Unsure
• Rank reach, adjacency transparency, and price in order of what would keep you with the incumbent rather than switch. Options: Reach > Adjacency > Price, Adjacency > Reach > Price, Price > Reach > Adjacency, Other ranking

Operational readiness and gating constraints

• Suppose a technical or legal gating issue appears during onboarding, would you halt the project or accept a phased approach? Options: Halt the project, Accept a phased pilot, Escalate to executive sponsors, Unsure
• Select the integration endpoints your team requires for launch. Options: SFTP log delivery, Impression-level API, Live measurement feed, Tag-level ad server access, Audience upload endpoint, Other
• Provide the role or title that will provision API keys and the typical time they need to grant access.
• Is your audience data cleared for transfer and deduplication under your privacy and legal reviews? Options: Yes, approvals in place, In review with legal, No, need legal approval, Unsure
• Estimate the number of internal technical or ops people you can assign to onboarding in the first 30 days. Options: 0, 1-2, 3-5, 6-10, More than 10
• Choose your fallback if legal approval extends beyond six weeks. Options: Proceed with reduced pilot, Pause the project, Negotiate short-term terms, Escalate for faster review

Timing, decision-makers, and the next realistic step

• When a pilot meets its audience and measurement guarantees, what internal step usually delays conversion to an upfront commitment?
• Supply the roles and titles that must approve commercial and legal sign-off for this type of deal.
• Estimate the shortest procurement timeline to finalize a pilot contract under normal conditions. Options: 1 week, 2 weeks, 1 month, 2+ months, Varies by contract size
• Are there contract clauses your legal team always requires for streaming inventory that would be deal-stoppers? Options: Deduplication audit rights, Make-good SLAs, Show-level adjacency reporting, Data protection clauses, Indemnity limits, Other
• If we met your primary delivery and measurement requirements in a written guarantee, would you be willing to sign a pilot agreement this week? Options: Yes, sign this week, Yes, with minor edits, Need executive approval, Not ready to sign

• Solution Experience: Guaranteed Inventory & Reporting Walkthrough

• Confirm the current state and its cost to your team
• Confirm that the forecast meets the target deduplicated reach and frequency objectives for the provided targeting and calendar.
• Provide final targeting definitions, audience lists, and the planned flight calendar for the season.
• Confirm that the adjacency controls and reporting satisfy your brand-safety standards and adjacency transparency needs.
• Run a live forecast using your targeting and calendar
• Share linear benchmark CPMs and audience delivery expectations for a like-for-like comparison.
• Confirm that the measurement, reconciliation, and make-good approach provides acceptable verification versus linear benchmarks to enable a budget decision.
• Show adjacency controls and frequency enforcement in context
• Run the detailed forecast on the provided targeting and calendar and deliver reach, frequency, and CPM comparison versus the provided linear benchmarks before the follow-up session.
• Deliver a sample show-adjacency report and the measurement integration spec for your measurement partner for review.
• Demonstrate measurement, reconciliation, and make-good workflow
• Schedule the follow-up decision meeting to review the forecast results and agree next steps.
• Validation check

• Solution Experience: Guaranteed Inventory & Reporting Walkthrough
• Solution Experience Deck
• Solution Brief

• meeting
• slides
• document

• Reserve guaranteed inventory across streaming portfolio
• Provision first-party audience segments for targeting
• Configure deduplicated audience targeting and reach curves
• Apply cross-property frequency capping controls
• Enforce content-level brand safety and genre controls
• Set show-level placement adjacency blocks and rules
• Traffick and insert creatives across CTV and digital
• Provide real-time delivery and assurance dashboard
• Integrate measurement with third-party attribution platforms
• Execute guaranteed audience delivery with make-good fulfillment
• Reconcile impressions, reporting, and billing adjustments
• Deliver post-campaign incremental reach and efficiency report

Reserve guaranteed inventory across streaming portfolio

• Which target demographic (age range and gender) and deduplicated reach target (unique viewers) do you want reserved across the portfolio?
• How many total impressions or unique viewers do you require for the flight (provide a numeric target or range)? Options: Less than 250k, 250k-1M, 1M-5M, More than 5M
• Which flight windows (start date and end date) and dayparts must the reserved inventory cover?
• Specify the inventory formats to include by property (e.g., in-player midroll, pre-roll, home-screen pods, FAST channel pods) using property IDs if available
• Select your substitution policy if reserved placements under-deliver Options: No substitution allowed, Same-genre substitution only with notice, Equivalent-impression substitution allowed with credit, Flexible substitution with reconciliation
• Provide your linear-equivalent CPM benchmark or target cost-per-thousand for price comparison during booking
• Who is your authorized signer for inventory reservation confirmation and what email should receive the booking confirmation?

Provision first-party audience segments for targeting

• List the audience segment IDs or names from your audience taxonomy you expect to use (attach CSV if available)
• Which identity keys will you provide or accept for matching (e.g., hashed email, household identifier, mobile advertising ID)? Options: Hashed email, Household graph ID, Mobile advertising ID, Device ID (IP-based)
• How many unique users are in each segment you plan to target (provide counts or ranges per segment)
• Specify any data governance or privacy constraints that affect provisioning (e.g., consent flags, opted-out MAIDs, regional block list)
• Provide the preferred delivery method for audience segments to the ad server or platform (API endpoint URL, SFTP file drop cadence, or platform connector) Options: Platform API endpoint, SFTP file drop, Manual upload via UI, Other
• When do you need audience provisioning completed relative to flight start date (days before launch)? Options: 14+ days, 7-13 days, 3-6 days, Less than 3 days
• Identify any segments that must be excluded from targeting (e.g., current customers, opted-out households) and provide exclusion list IDs or sample CSV

Configure deduplicated audience targeting and reach curves

• Which deduplication key will you require for reach measurement (e.g., household graph ID, hashed email, cross-device graph ID)? Options: Household graph ID, Hashed email, Cross-device graph ID, Other
• How should deduplication be applied across properties (strict dedupe across all properties or property-cluster dedupe)? Options: Strict across all properties, Per-property cluster dedupe, Dedupe only where graph exists, Custom rule set
• Specify the reach curve granularity you require (daily cumulative unique reach, weekly, or flight-level) and the reporting buckets (e.g., by daypart, property, and creative length) Options: Daily cumulative, Weekly cumulative, Flight-level, Custom buckets
• Provide your target reach percentage of the demographic at each frequency tier (e.g., 1+ reach 60%, 2+ reach 45%, 3+ reach 30%)
• What is the acceptable audience overlap threshold vs linear TV for claiming incremental reach (provide percentage)
• What evidence will validate that deduplication and reach curves meet the acceptance criteria (attach example CSV schema or reach curve sample)?
• Describe any existing household graph or deterministic linkage we must integrate with and provide API credentials or sample mapping file names

Apply cross-property frequency capping controls

• Which frequency cap model do you require (per household per 24 hours, per device per week, or per campaign flight)? Options: Per household per 24 hours, Per device per 24 hours, Per household per week, Per flight
• How should frequency caps be enforced across properties that use different player SDKs or ad servers (centralized server-side enforcement or per-property enforcement)? Options: Centralized server-side, Per-property enforcement, Hybrid (primary server + fallbacks)
• Provide the exact numeric cap thresholds by creative length or placement if they differ (e.g., 2 impressions per household per 24h for 30s spots)
• Which fall-back behavior do you want when a cap would be exceeded (skip placement, serve alternate creative, or log and allow)? Options: Skip placement, Serve alternate creative, Log and allow with notice
• Specify any blacklisted or whitelisted SDK versions or ad server account IDs that affect cap enforcement
• When do you want frequency-cap logs delivered for verification (real-time webhook, daily CSV, weekly report)? Options: Real-time webhook, Daily CSV, Weekly report, On-demand
• Identify tolerance thresholds for cap enforcement discrepancies (e.g., allowable 1-2% variance before make-good triggers)

Enforce content-level brand safety and genre controls

• Which content metadata fields must be enforced for brand safety controls (e.g., title, genre, show_id, content_rating)?
• Provide the genre and sub-genre lists you require blocked or allowed (attach a CSV of genre codes or provide examples by show_id)
• Do you require time-based adjacency controls (e.g., block within X minutes of sensitive content) and if so specify X in minutes Options: No time-based controls, Block within 5 minutes, Block within 15 minutes, Custom (specify minutes)
• Which content classification source should be authoritative for genre and rating (the platform content feed, your content list upload, or third-party classification file)? Options: Platform content feed, Your content upload, Third-party classification file
• List any mandatory pre-flight show-level adjacency reports or sample feeds you require (CSV layout, columns required such as show_id, title, genre)
• Are there regulatory or regional compliance controls to apply (e.g., age-gating, jurisdiction-specific blocks)? Options: Yes, No
• Specify escalation contacts and timeframe if a placement is found in a disallowed genre during flight

Set show-level placement adjacency blocks and rules

• Provide a CSV of show_ids or program titles that must be blocked or prioritized, using the content feed schema
• Which adjacency rule set do you require for high-sensitivity brand items (absolute block, soft-block with notice, or prioritized avoid list)? Options: Absolute block, Soft-block with notice, Prioritized avoid list
• How should tie-breaks be handled when a requested show appears in both allowed and blocked lists (prefer block, prefer allow, consult manual review)? Options: Prefer block, Prefer allow, Manual review required
• Which cadence do you want for adjacency rule updates and content feed refresh (real-time, daily, weekly)? Options: Real-time, Daily, Weekly, Ad hoc
• Specify whether adjacency enforcement must apply to promos and trailers as well as full episodes and provide examples by show_id if necessary Options: Apply to promos and trailers, Apply to full episodes only, Apply to all assets including trailers
• Provide the exception review workflow and SLA for unblock requests (who submits, who approves, typical decision time in hours)
• Attach a sample show-level adjacency report you expect to receive during flight (CSV or template)

Traffick and insert creatives across CTV and digital

• Which creative file formats and wrappers will you deliver (e.g., VAST tag (Video Ad Serving Template), VPAID, VAST wrapper, MP4) and indicate file naming convention Options: VAST tag, VAST wrapper, MP4 asset, Other
• How many creative variants by duration (15s, 30s, 60s) and by audience segment will be trafficked? Options: Only 15s, 15s + 30s, 15s + 30s + 60s, Custom mix
• Provide the ad server account ID or insertion order ID that should receive trafficked creatives and any required macros to include in tags
• When must creatives be uploaded and tested relative to flight start (X business days) and specify test checklist items required (player compatibility, VAST wrapper validation) Options: 14+ days, 7-13 days, 3-6 days, Less than 3 days
• Which creative QA failures should trigger a replacement workflow versus acceptance with a waiver (e.g., runtime mismatch, invalid VAST, poor bitrate)? Options: Replace on critical failure, Accept with waiver for minor issues, Manual review required
• Specify any localization or dynamic creative insertion requirements (language variants, geo-targeted overlays, sequential messaging) and provide sample naming rules
• Who is your creative operations contact for trafficking and what are their expected hours for QA handoffs?

Provide real-time delivery and assurance dashboard

• Which key performance indicators must appear on the live dashboard (deduplicated reach, impressions delivered, pacing versus plan, frequency distribution)? Options: Deduplicated reach, Impressions delivered, Pacing vs plan, Frequency distribution, Show-level adjacency violations
• Which reporting cadence do you require for dashboard refresh (real-time stream, every 15 minutes, hourly, daily)? Options: Real-time stream, Every 15 minutes, Hourly, Daily
• Specify the access roles and permitted exports from the dashboard (view only, CSV export, API access) and provide required user emails or domains Options: View only, CSV export, API access, Admin controls
• Provide the endpoint or URL where you want delivery webhooks sent for threshold alerts and include required payload fields
• Which historical windows must be available in the dashboard for troubleshooting (7 days, 30 days, flight history)? Options: 7 days, 30 days, Full flight history
• Describe the SLA for dashboard availability and response time you require during flight (e.g., 99% uptime, <5s load time)
• Indicate which teams should receive automated assurance reports and the delivery cadence (daily summary, weekly executive, end-of-flight) Options: Daily summary, Weekly executive, End-of-flight report, On-demand

Integrate measurement with third-party attribution platforms

• Which third-party attribution endpoint(s) will you integrate with and provide the endpoint URLs and required authentication method (API key, OAuth)?
• What event schema and required fields must the integration include (impression_id, show_id, timestamp, dedupe_key)?
• Provide the expected attribution windows and lookback settings your measurement partner requires (e.g., 7-day post-impression, 1-day view-through) Options: 1-day, 7-day, 14-day, Custom
• Which verification and viewability vendors or measurement APIs should be included in the pipeline and list any required domain allowlists or IP ranges

• Master Services Agreement (MSA)
• Campaign Order Form
• Statement of Work (SOW)
• Audience Delivery Service Level Agreement (SLA)
• Make-Good & Remediation Agreement
• Pricing & Linear Benchmark Appendix
• Approval Matrix & Sign-Off Authorities
• Measurement & Reconciliation Protocol
• Data Processing Agreement (DPA)
• Billing & Payment Terms Addendum

• Go-live Health Check (weeks 1-4)
• First Measurement Review (weeks 4-10)
• Acceptance Gate and Make-Good Resolution (around day 90)
• Quarterly Post-Flight Operational Review (ongoing quarterly)

• Create an ordered enhancement backlog with target delivery quarters and acceptance criteria for each item.
• Implement agreed frequency-cap parameter updates in the ad server and publish a validation plan for the next 7 days.
• Document adjacency exceptions and propose make-good calculations for each incident for review at the acceptance gate.
• Restate numeric acceptance criteria
• Produce a documented pass or fail decision for each acceptance criterion recorded in Campaign Scope.
• Quantify and schedule any make-goods required to remediate missed guarantees, with dates for delivery and verification.
• Capture the buyer's named signatory and publish the signed acceptance report.
• Publish a Final Acceptance Report that lists pass/fail per criterion, supporting evidence, and the named signatory acceptance.
• Issue a make-good schedule with quantities, dates, and verification steps where applicable.
• If any criterion failed, create a remediation plan with discrete tasks and completion deadlines to be tracked in the ongoing review cadence.
• Sustained delivery and trend review
• Confirm delivery remains within acceptable variance of the audience guarantees recorded in Campaign Scope or document agreed adjustments.
• Close or re-schedule all outstanding make-good items with verification criteria.
• Prioritize and document enhancement requests for the next flight cycle with target resolution windows.
• Publish the quarterly reconciliation packet including deduplicated reach trendlines and linear benchmark comparisons.
• Update the make-good tracker to reflect closed items and outstanding commitments with verification evidence.
• Re-confirm success criteria and ownership
• Confirm integrations and tags necessary for measurement are live and producing expected signals.
• Document any blockers with owners and committed remediation dates before the first measurement window.
• Agree the data artifacts required for the first measurement meeting and when they will be delivered.
• Produce and circulate the tag-firing and endpoint connectivity log for the first 7 days.
• Publish a short remediation tracker listing each blocker, the mitigation step, and a target resolution date.
• Deliver an initial delivery snapshot CSV including impressions, unique IDs for deduplication, and frequency distribution within 5 business days.
• Present first-measurement delivery dataset
• Verify whether deduplicated reach is on track to meet the percentage target recorded in Campaign Scope within the planned flight window.
• Determine whether frequency cap compliance, measured as percent of impressions within the agreed cap, meets Campaign Scope tolerances or requires corrective action.
• Agree a corrective action list and timeline to resolve adjacency incidents and measurement discrepancies before the acceptance gate.
• Provide a reconciled delivery file linking platform delivery to the third-party measurement endpoint with deduplication keys and parity checks.
• Present final reconciled outcomes
• Reconciliation against linear benchmarks
• Integration and tag validation
• Frequency cap distribution and compliance
• Document pass/fail per criterion
• Early delivery signals and adoption
• Make-good closure and verification
• Adjacency and brand-safety report
• Open issues and enhancement backlog
• Make-good calculation and schedule
• Open issues and blockers
• Reconciliation vs linear benchmarks
• Action plan to close gaps
• Capture formal acceptance decision
• Short status check and next steps
• Immediate remediation actions