Online kampaně optikou programatické reklamy

This master’s thesis focuses on online campaigns from the perspective of programmatic advertising and examines how to effectively measure the performance of brand, performance, and acquisition campaigns. The aim of the thesis is to identify appropriate metrics for evaluating different types of campaigns and to reveal the most common mistakes that occur in practice. The practical part of the thesis is based on a combination of advertising campaign analysis and in-depth interviews with industry experts. The research findings show that, despite the availability of accurate data, the main obstacles to effective evaluation include poorly defined goals, a mix of conflicting metrics, insufficient consideration of post-click user behavior, and overreliance on click-through rate (CTR) across all campaign types. Based on these findings, the thesis formulates specific recommendations that may contribute to the elimination of these issues and improve the overall evaluation of programmatic campaigns.