7. Digital, Social, Search, and Commerce Media

Introduction: From Media Placement to Addressable Participation

Digital media has changed media planning from the selection of relatively stable channels to the design of addressable, measurable and increasingly automated interactions. A planner no longer chooses only between television, print, radio and outdoor media. The planner must decide how display, online video, mobile, connected television (CTV), search, social platforms, influencers, digital audio, gaming, retail media and commerce environments should work together across the consumer journey.

These media are not interchangeable. Search captures expressed intent; social media can stimulate discovery, participation and advocacy; display can build reach or support retargeting; video can create emotional meaning; retail media can influence shoppers close to purchase; and commerce media can reduce the distance between advertising and transaction. Each environment has distinctive formats, data sources, auction rules, measurement problems and brand-safety implications.

The central planning challenge is therefore not simply to maximize impressions. It is to allocate investment across platforms and journey stages so that communication is relevant, incremental and commercially accountable. This requires an understanding of audience behaviour, platform economics, creative context, privacy, identity, attribution and experimentation.

Learning Objectives

After studying this chapter, students should be able to:

1. Distinguish the strategic roles of major digital and commerce media channels.

2. Explain important formats, targeting methods, auction dynamics and performance metrics.

3. Construct a cross-platform plan linking awareness, consideration, conversion and retention.

4. Evaluate the strengths and limitations of attribution, retargeting and platform-reported results.

5. Design media choices using reach, frequency, quality, incrementality, brand suitability and business outcomes.

6. Identify ethical, regulatory, privacy and governance issues in data-driven advertising.

7. Apply the concepts to an integrated campaign and make defensible budget decisions.

The Architecture of Digital Media Planning

A digital plan begins with the marketing problem rather than with a platform menu. The planner first defines the business objective, such as penetration, qualified leads, online sales, app installations or repeat purchase. This is translated into communication tasks: create recognition, demonstrate value, answer objections, generate a store visit, or recover an abandoned basket. Only then should media roles be assigned.

A useful planning sequence is:

Objective → audience and insight → journey role → channel role → format and inventory → targeting and bidding → measurement → optimization and learning.

Audience definition may use demographic, geographic, behavioural, contextual, first-party or modeled signals. A first-party audience consists of people who have interacted directly with a brand, such as customers or site visitors. Second-party data is shared directly between organizations, while third-party data is acquired from external aggregators. Privacy regulation, browser restrictions and platform policies have made consented first-party relationships and contextual signals increasingly important.

The planner must also distinguish an audience from an addressable segment. “Young adults” is a descriptive audience; “consented users who viewed a product category but did not purchase within 14 days” is an addressable segment. The latter may support precise activation, but it can also be too narrow, unstable or biased. Precision is not automatically effectiveness.

The Consumer Journey as a Planning Logic

The familiar funnel remains useful when treated as a set of communication tasks rather than a rigid sequence. At the upper level, reach-oriented video, social discovery, audio and broad display may create mental availability. In the middle, search, explainers, reviews, creator content and comparison environments help consumers evaluate alternatives. Near purchase, paid search, product-listing ads, retargeting, retail media and commerce placements can reduce friction. After purchase, CRM, app messaging, loyalty media and advocacy programs support retention.

Consumer journeys are often non-linear. A consumer may see a creator review, search a generic category term, visit a retailer, read comments, return through a branded search and purchase in a physical store. Consequently, channel credit should not be confused with channel influence. A last-click report may give search credit for a sale whose demand was created by video and social exposure.

Digital Display and Online Video

Display advertising includes banner, rich-media, native, in-feed and programmatic placements across websites and applications. Common buying methods include cost per thousand impressions (CPM), cost per click (CPC), cost per acquisition (CPA) and viewable CPM. Display is useful for scalable reach, reminder messaging, contextual relevance and sequential communication. Its limitations include banner blindness, accidental clicks, low attention and the risk of purchasing impressions that are technically delivered but practically unseen.

Programmatic advertising uses software to automate the buying and selling of inventory. In real-time bidding, an impression opportunity is offered through an exchange or supply-side platform, and eligible advertisers compete according to bid, quality and auction rules. A demand-side platform helps advertisers manage bids, audiences, frequency and inventory across publishers. The winning price is not necessarily identical to the advertiser's maximum bid; it depends on the auction design and platform rules. Effective planning therefore requires attention to bid strategy, floor prices, fees, supply-path quality and the distinction between gross and net media cost.

Video may appear as in-stream, out-stream, in-feed, connected-TV or online television inventory. A six-second reminder, a fifteen-second product demonstration and a thirty-second emotional narrative have different roles. Completion rate is useful for diagnosing exposure to the end of a video, but it is not a complete measure of persuasion. A skipped view, a muted mobile view and a television-like lean-back exposure should not be treated as equivalent.

Important video considerations include:

• Viewability: whether the ad had an opportunity to be seen according to an agreed measurement standard.
• Completed view: whether playback reached a specified point, often the end.
• Attention quality: the degree of active or sustained engagement, which may require research rather than a delivery metric.
• Reach and frequency: the number of distinct people exposed and the distribution of exposures.
• Brand suitability: whether the content surrounding the ad is appropriate for the brand.

Connected television occupies a middle ground between broadcast-style viewing and digital addressability. CTV can provide large-screen impact, household or device-level targeting and digital reporting, but fragmented services, co-viewing, frequency duplication and inconsistent measurement complicate planning. A CTV campaign should be reconciled with linear television and online video wherever possible.

Mobile Media: Context, Utility and Friction

Mobile is not merely a smaller screen. It is a location-aware, personally carried and frequently used medium linked to search, messaging, applications, payment and commerce. Mobile formats include vertical video, stories, interstitials, native feed units, app-install ads, click-to-call, map-based placements, push notifications and mobile web banners.

Mobile planning should account for screen size, loading speed, thumb-zone interaction, sound-off viewing, data costs and the physical context of use. A creative that works on a large desktop screen may fail when compressed into a vertical feed. Location targeting can support proximity and store visitation, but location data must be collected lawfully and used proportionately. The planner should also distinguish a device from a person: several people may use one device, and one person may use several devices.

App advertising introduces additional issues, including software development kits, fraud, app-store rules, consent signals and the quality of in-app inventory. Install volume alone is insufficient; planners should examine activated users, retention, cost per valuable action and post-install behaviour.

Search Media and the Economics of Intent

Search advertising is activated by a user's query and is therefore especially valuable when the user expresses a need. Paid search commonly includes text ads, shopping or product-listing units, local search placements and search extensions. Organic search is not paid media, but it strongly affects the efficiency of paid campaigns because landing-page quality, content relevance and technical performance influence the total user experience.

Search auctions generally evaluate a combination of bid, relevance or expected performance, landing-page experience and other quality signals. The advertiser's maximum bid is not the same as the amount ultimately paid. A high bid cannot reliably compensate for an irrelevant ad or a poor landing page. Search planning therefore combines keyword architecture, match controls, negative keywords, ad copy, extensions, budget rules and conversion measurement.

A practical keyword structure separates:

• Branded terms, which capture existing brand demand and defend against competitors.
• Generic category terms, which reach consumers exploring a need.
• Competitor terms, which may offer opportunity but raise legal, ethical and efficiency questions.
• Long-tail terms, which often have lower volume but more specific intent.

Search metrics require interpretation. Click-through rate indicates ad response, not sales quality. Conversion rate depends on the definition of conversion and the quality of traffic. Cost per acquisition may look efficient when the campaign captures users who would have converted without advertising. Search is often strongest at harvesting demand; it does not necessarily create that demand.

Social Media, Creators and Community Influence

Social platforms combine paid media, owned publishing, interpersonal interaction and algorithmic recommendation. Their distinctive value lies in participation, identity expression, social proof and rapid creative feedback. Formats include feed ads, stories, short-form video, live shopping, carousel units, lead forms, messaging ads and branded content collaborations.

Social targeting may use broad delivery, contextual and content signals, declared interests, engagement audiences, customer lists, lookalike or modeled audiences, and retargeting. Broad targeting can allow an algorithm to discover responsive users, but it requires sufficient conversion signals and disciplined testing. Narrow targeting may appear more precise while reducing scale and increasing frequency or cost.

Influencer marketing is not simply media buying through a popular individual. It involves a transfer of credibility, style and community relationship. Selection should consider audience relevance, content quality, engagement authenticity, brand fit, disclosure practice, audience geography and the creator's ability to explain the product. Follower count is an inadequate proxy for influence. Contracts should specify usage rights, exclusivity, deliverables, claims, disclosure, approval processes, crisis procedures and measurement.

Social measurement should combine exposure, attention, sentiment, brand lift, qualified traffic, assisted conversions and sales outcomes. Engagement rate can reward controversy or passive interaction, while a high view count may conceal very brief exposure. Community management is also part of media effectiveness: unanswered questions, misleading claims or hostile comments can alter the meaning of paid communication.

Digital Audio, Gaming and Experiential Environments

Digital audio includes music streaming, podcasts, internet radio and audio networks. It can deliver contextual, demographic or behavioural targeting, often with strong suitability for commuting, exercise or routine activities. Audio lacks visual demonstration but can build memory through voice, sound design and host credibility. Podcast advertising may be host-read, dynamically inserted or produced as a conventional spot; these forms differ in authenticity, scale and measurement.

Gaming media includes in-game display, rewarded video, playable ads, sponsorships, branded worlds and esports environments. Gaming is valuable when the brand can respect the logic of the environment rather than interrupt it crudely. A rewarded ad may create a voluntary value exchange, but misleading rewards or excessive frequency can damage trust. Measurement should consider completion, interaction, brand response and incremental behaviour rather than treating every game session as attention.

Retail Media and Commerce Media

Retail media consists of advertising inventory owned or controlled by retailers, marketplaces or commerce platforms. It may include sponsored product listings, search placements, category pages, display, onsite video, offsite audiences and in-store digital screens. Commerce media is broader: it connects media, transaction data, content, promotion, payment and sometimes fulfillment across the path to purchase.

Retail media is strategically important because it combines proximity to purchase with retailer first-party data. A product-listing ad can appear when a shopper searches for a category, while a display message may reach previous visitors or likely category buyers. However, retailers may define audiences, conversions and reporting differently, creating comparability problems. Retail media can also encourage excessive focus on lower-funnel sales at the expense of long-term brand demand.

A commerce plan should assess:

1. Availability: Is the product in stock, correctly listed and deliverable?

2. Discoverability: Can shoppers find it through search, navigation and relevant content?

3. Persuasion: Are images, reviews, claims, price and product information credible?

4. Conversion: Are checkout, payment and delivery processes frictionless?

5. Retention: Can the brand encourage repeat purchase without over-discounting?

Media cannot compensate for poor availability or a weak product detail page. Retail execution is therefore part of media effectiveness.

Targeting, Identity and Auction Dynamics

Digital targeting can be organized by four broad principles. Audience targeting uses characteristics or behaviours associated with users. Contextual targeting places messages beside relevant content without requiring individual profiles. Intent targeting uses signals such as queries, product views or shopping actions. Geographic and temporal targeting uses location, time and proximity. Effective plans often combine these methods rather than assuming that one is universally superior.

Identity systems link exposures, visits and conversions. A deterministic match uses a known identifier, while a probabilistic match estimates that different signals refer to the same person or household. Cookies, mobile advertising identifiers, login systems, clean rooms, conversion APIs and modeled audiences each have different coverage and governance implications. The loss of third-party identifiers increases the importance of consented data, contextual planning, publisher relationships and aggregated measurement.

Auction performance is affected by bid, expected action rate, ad quality, relevance, budget pacing, competition, inventory scarcity and frequency controls. A campaign optimized only for cheap impressions may buy low-quality supply. A campaign optimized only for immediate conversions may over-target existing customers. Planners should evaluate the marginal cost and marginal value of additional reach, not only average campaign metrics.

Measurement: From Delivery to Incrementality

A balanced measurement system has several layers. Delivery measures include impressions, reach, frequency, viewability and completed views. Response measures include clicks, visits, engagement, searches and leads. Business measures include qualified leads, revenue, margin, new customers, repeat purchase and lifetime value. Brand measures include awareness, consideration, preference and perceived relevance.

Attribution assigns credit to touchpoints, whereas incrementality asks what additional outcome was caused by advertising. Common attribution models include last-click, first-click, linear, time-decay and algorithmic approaches. Each embeds assumptions. Last-click is easy to understand but tends to favour lower-funnel channels. Multi-touch models may appear sophisticated while depending on incomplete identifiers and observational data.

Stronger evaluation may use:

• randomized holdout or conversion-lift experiments;
• geo-based tests comparing exposed and control markets;
• brand-lift studies using exposed and unexposed respondents;
• marketing mix modeling using aggregated historical data;
• matched-market or pre-post designs, with careful controls.

No method is perfect. The appropriate choice depends on the decision, time horizon, data quality and level of precision required. A mature planner triangulates platform reporting, independent verification, experiments and business data.

An Integrated Planning Framework

A useful framework for postgraduate practice is the ROLE model:

Reach: Which media can introduce or refresh the brand among valuable potential buyers?

Ownable relevance: Which environments allow the brand to be useful, distinctive or credible?

Lead capture and conversion: Which placements can turn interest into an identifiable action?

Expansion and learning: Which data, creative tests and customer signals can improve future planning?

The model prevents every channel from being judged by the same metric. CTV may be evaluated primarily through incremental reach and brand lift; search through qualified conversions and marginal return; creators through attention, trust and assisted demand; retail media through new-to-brand sales and profit; and CRM through retention or customer value.

Budget allocation should include a test-and-learn reserve. Tests should have a hypothesis, defined audience, control or comparison method, success criteria, minimum duration and decision rule. For example, a planner might test whether creator demonstrations increase branded search more efficiently than static social reach, or whether incremental CTV reach produces stronger lift than additional online video frequency.

Illustrative Case Study: The Launch of TerraSip Refill Bottles

Background

TerraSip, a fictional mid-sized beverage brand, plans to launch a reusable insulated bottle through its own website and two large online retailers. The product has strong design credentials but low awareness and faces established competitors.

Situation and Problem

The brand has a limited six-month budget. Management initially proposes allocating most funds to retail sponsored listings because those placements can report direct sales. The media team believes this may harvest existing demand without creating sufficient new demand. The problem is to build awareness, encourage consideration and deliver profitable sales while avoiding duplicated reach.

Analysis

Research commissioned for the launch indicates three barriers: consumers do not clearly understand the insulation benefit, they question durability, and they are uncertain whether the product fits their lifestyle. The journey is therefore not purely price-led. Demonstration, social proof and search visibility are important. The team also finds that retailer audiences overlap substantially with the brand's website retargeting pools.

Approach and Strategy

The team assigns roles rather than simply dividing spend by platform:

• CTV and online video create broad, incremental reach using a concise demonstration of temperature retention.
• Social short-form video and creator reviews show everyday use, answer durability concerns and generate discussion.
• Search covers branded, generic and problem-based queries, with negative keywords to reduce irrelevant traffic.
• Retail sponsored products capture high-intent shoppers, but bids are moderated when products approach low stock.
• Display retargeting is limited to sequential messages rather than repeated generic banners.
• Digital audio supports commuting and fitness contexts with a memorable sonic cue.

The campaign uses separate prospecting and customer pools, frequency caps where available, and consistent product identifiers across the brand site and retailer pages. The measurement plan combines reach and frequency, brand-lift research, new-to-brand retailer sales, contribution margin, search-volume movement, qualified website sessions and a geo-based test in selected markets. Platform-reported conversions are treated as directional rather than as independent proof of causality.

Outcome

The illustrative campaign review finds that retail placements generated the most directly reported sales, while video and creator activity preceded a substantial increase in branded and category search. The brand also discovers that some retargeting sales would probably have occurred without advertising, because exposed users were already frequent purchasers of reusable products. Budget is consequently shifted toward incremental reach, creator demonstrations and high-intent retail terms, while low-value retargeting is reduced.

Learning Points

The case demonstrates five principles. First, lower-funnel measurability does not make a channel strategically complete. Second, creative format must reflect the barrier being addressed. Third, product availability and detail-page quality are prerequisites for commerce media. Fourth, overlap and attribution can inflate platform-reported performance. Finally, budget decisions should be based on incremental contribution and future demand, not only on the last observable click.

Risks, Ethics and Governance

Digital media planning involves power over attention, information and personal data. Consent should be meaningful, specific and revocable; data should be collected for legitimate purposes and retained only as necessary. Sensitive characteristics must not be exploited for unfair discrimination. Advertisers should avoid targeting that excludes protected groups from housing, employment, education or essential services where prohibited by law.

Other governance issues include undisclosed influencer relationships, deceptive native advertising, manipulated reviews, exaggerated performance claims, unsafe content adjacency, children's privacy, political persuasion, deepfakes and discriminatory optimization. Frequency pressure can become harassment, while retargeting may reveal sensitive interests to other household members. Brand safety should be accompanied by brand suitability: avoidance lists alone may remove legitimate journalism or diverse audiences and may raise costs without solving the underlying problem.

Common professional mistakes include optimizing to clicks without business validation, confusing viewability with attention, using tiny retargeting pools, ignoring creative fatigue, failing to exclude purchasers, accepting platform data without independent checks, and treating a modeled audience as a factual identity. Good governance assigns responsibility for consent, taxonomy, access rights, vendor review, incident response and claims approval.

Automation, Artificial Intelligence and Emerging Practice

Automation now supports bid adjustment, budget pacing, audience expansion, creative versioning, product-feed management, fraud detection and predictive modeling. Artificial intelligence can help generate copy variations, classify content, identify patterns and forecast outcomes. It should support professional judgment rather than replace it. Models may reproduce bias, infer sensitive attributes, hallucinate claims or optimize toward a measurable proxy that is not the true business objective.

Emerging practice includes privacy-enhancing technologies, clean rooms for controlled data collaboration, server-side conversion measurement, retail media networks, shoppable video, commerce-enabled creator content, digital out-of-home integration, virtual environments and more sophisticated attention research. These developments do not remove the fundamentals of planning. They make clear objectives, quality data, experimental design and governance more important.

Best Practices for Professional Planning

A high-quality digital and commerce plan should:

1. Begin with a business objective and a clearly stated consumer problem.

2. Assign every channel a distinct journey role and primary success measure.

3. Balance broad demand creation with intent capture and retention.

4. Use first-party and contextual signals responsibly, with documented consent.

5. Reconcile reach and frequency across platforms where measurement permits.

6. Separate platform-reported results from independently validated outcomes.

7. Test creative, audience, bid and landing-page variables systematically.

8. Check inventory, product feeds, stock, claims and retailer execution.

9. Monitor fraud, viewability, suitability, invalid traffic and placement quality.

10. Protect a budget for experiments and record decisions for organizational learning.

Chapter Summary

Digital, social, search and commerce media require integrated rather than channel-isolated planning. Display, video, mobile, CTV, audio and gaming can create attention and reach; social and creators can stimulate participation and credibility; search captures expressed intent; and retail and commerce media connect advertising with product discovery and transaction. Their value depends on role, audience, format, inventory quality, auction conditions and the stage of the consumer journey.

Targeting systems increasingly rely on consented first-party data, contextual signals, intent and modeled audiences. Auction metrics such as CPM, CPC, CPA, viewability and completion rate are useful but incomplete. Attribution should be complemented by incrementality testing, brand measurement and business outcomes. Privacy, fairness, disclosure, brand suitability, fraud control and responsible AI are central managerial responsibilities. The strongest plans balance immediate performance with future demand, and automation with human judgment.

Key Terms

Addressable media: Media that can be delivered to defined audiences or households using data or identifiers.

Attribution: The process of assigning credit for an outcome to one or more marketing touchpoints.

Brand suitability: The degree to which an advertising placement is appropriate for a particular brand.

Commerce media: Media integrated with product discovery, transaction, retailer data and purchasing systems.

Connected television (CTV): Television content delivered through internet-connected devices or services.

Contextual targeting: Placement based on the content or environment rather than an individual's profile.

Conversion: A defined action that advances a business objective, such as a purchase, lead or installation.

Demand-side platform (DSP): Technology used by advertisers to buy and manage digital inventory programmatically.

First-party data: Data collected directly by an organization through its customer or user relationships.

Incrementality: The additional outcome caused by advertising beyond what would have occurred otherwise.

Influencer marketing: Paid or structured collaboration with creators who possess relevance or relationship with an audience.

Last-click attribution: A model assigning conversion credit primarily to the final measurable interaction.

Lookalike audience: A modeled group predicted to resemble a source audience.

Marketing mix modeling: Aggregated statistical analysis estimating the contribution of marketing variables to business outcomes.

Programmatic advertising: Automated buying and selling of digital advertising inventory through technology platforms.

Retail media: Advertising inventory and audience activation offered by retailers or marketplaces.

Retargeting: Serving messages to users based on prior interaction with a brand or digital property.

Supply-side platform (SSP): Technology used by publishers or sellers to manage and auction advertising inventory.

Viewability: The extent to which an ad was eligible to be seen under an agreed measurement standard.

Review Questions

Short Answer Questions

1. Why should a digital planner assign channel roles before allocating budget?

2. Distinguish first-party data from contextual targeting.

3. What is the strategic difference between search demand capture and video demand creation?

4. Why is follower count an insufficient measure of influencer value?

5. Define incrementality and explain how it differs from attribution.

Long Answer Questions

1. Explain how display, video, mobile and CTV can be integrated across the consumer journey.

2. Discuss search auction dynamics and the factors that influence the quality and cost of a search placement.

3. Evaluate the strategic opportunities and limitations of retail media and commerce media.

4. Compare platform-reported attribution with experimental approaches to campaign measurement.

5. Explain the ethical and governance responsibilities involved in data-driven digital advertising.

Analytical / Application Questions

1. A retailer campaign produces a low CPA but almost all conversions come from existing customers. How would you investigate whether the campaign is incremental, and what budget changes might follow?

2. Design a six-month media architecture for a new mobile application requiring awareness, installs and retained users. Specify channel roles, formats, metrics and tests.

3. A brand's creator campaign generates high video completion but little sales movement. Analyze at least four possible explanations and recommend a revised measurement and optimization plan.

22. Multiple Choice Questions with Answers

Question 1

A brand uses CTV and online video primarily to introduce a new product to people who have not previously interacted with it. Which role is being emphasized?

A. Demand creation and incremental reach

B. Last-click conversion harvesting

C. Basket-abandonment recovery

D. Post-purchase retention

Correct Answer: A. Demand creation and incremental reach

Question 2

Why can a high paid-search conversion rate exaggerate the true effect of search advertising?

A. Search ads cannot be measured by clicks

B. Some users may have converted without seeing the ad

C. Search auctions always charge the maximum bid

D. Generic keywords never express intent

Correct Answer: B. Some users may have converted without seeing the ad

Question 3

Which example best represents contextual targeting?

A. Showing an ad to users who purchased from the brand last year

B. Showing an ad to people modeled to resemble current customers

C. Showing a running-shoe ad beside an article about marathon training

D. Showing an ad to users who abandoned a shopping basket

Correct Answer: C. Showing a running-shoe ad beside an article about marathon training

Question 4

Which factor is least adequate as a stand-alone basis for selecting an influencer?

A. Audience relevance

B. Disclosure practice

C. Content quality

D. Follower count

Correct Answer: D. Follower count

Question 5

A retail media campaign is receiving clicks but the advertised product is frequently out of stock. What is the most appropriate planning conclusion?

A. Increase bids to compensate for stock problems

B. Media can remain unchanged because clicks prove effectiveness

C. Resolve availability before scaling media investment

D. Move all spending to competitor keywords

Correct Answer: C. Resolve availability before scaling media investment

Question 6

What does an incrementality test attempt to estimate?

A. The total number of impressions purchased

B. The additional outcome caused by advertising

C. The platform's reported click-through rate

D. The maximum possible auction bid

Correct Answer: B. The additional outcome caused by advertising

Question 7

Which metric is most directly associated with the opportunity for an ad to be seen rather than with completed exposure?

A. Viewability

B. Conversion rate

C. Customer lifetime value

D. New-to-brand sales

Correct Answer: A. Viewability

Question 8

A planner wants to reduce dependence on individual-level identifiers while retaining relevance. Which approach is most consistent with this objective?

A. Unlimited third-party tracking

B. Contextual targeting and consented first-party data

C. Collecting sensitive data without disclosure

D. Removing all measurement from the plan

Correct Answer: B. Contextual targeting and consented first-party data

Question 9

Why should a planner avoid evaluating every channel using the same primary KPI?

A. Channels have different journey roles and forms of value

B. Digital channels do not produce business outcomes

C. Reach is always more important than sales

D. Auction prices are identical across platforms

Correct Answer: A. Channels have different journey roles and forms of value

Question 10

An AI bidding system lowers CPA by concentrating delivery on people who already show strong purchase intent. What additional question is most important?

A. Whether the campaign has the largest possible number of impressions

B. Whether the lower CPA reflects incremental conversions or merely efficient harvesting

C. Whether all creative has the same colour scheme

D. Whether CTV inventory uses keyword targeting

Correct Answer: B. Whether the lower CPA reflects incremental conversions or merely efficient harvesting