What is a primary goal of a demand-side platform (DSP) when optimizing campaigns?

A primary goal of a demand-side platform (DSP) is to achieve a low cost per mille (CPM). This is important because a lower CPM means advertisers can reach a larger audience within their budget, allowing for more efficient spending on ad placements. When optimizing campaigns, a DSP focuses on delivering ads at the most cost-effective rates, thereby maximizing the advertiser's return on investment (ROI).

While other aspects like engagement rates or impressions served are significant for campaign success, they are often secondary to achieving cost efficiency. A low CPM allows advertisers to run more effective campaigns, balance their budget, and reach their target audiences in a more scalable manner. Hence, focusing on CPM is crucial in the context of optimizing digital advertising campaigns through a DSP.