This free 2025 kit is built for UA / Growth leads who already spend on Meta and Google — and now need new, scalable channels.
In a short, visual format, it shows how to launch and evaluate Programmatic and CTV as performance channels: how to set them up, what to monitor daily, and when to scale or pause.
No fluff. This is an actual 10‒14 day workflow you can hand to your media buyer.
Inside the kit
- Channel Fit Matrix — when to use Programmatic vs CTV.
- 10‒14 day launch templates with setup checklists, daily checks, and clear go / hold / pause rules.
- Creative & format cheat-sheets: what to produce for Programmatic, what to show on-screen in CTV (QR, value prop, scan path).
- KPI quick reference: CPP / CPA, eROAS (D1 / D7), IPM, engaged view rate, assisted installs.
- Tool map: Programmatic DSPs, CTV platforms, MMP / deep link / analytics stack to measure and read lift.
Keep it on your desk. Pass it to your team.
Who this is for
This guide is for UA, Growth, and Performance Marketing leads at mobile apps (100K+ installs) who are under pressure to scale beyond Meta & Google, protect ROAS, and prove incremental impact.