Guaranteed outcome campaigns are bought on a costing model that matches the outcome you care about: CPI for installs, CPA for acquisitions, CPL for leads and CPS for sales.
Optimization runs throughout the campaign rather than after it. Performance algorithms keep bids pointed at the KPI. The best performing sites get more budget and the worst are excluded automatically. Creative formats are tested against the best CPA, bids go up during peak hours, and a range of audiences and interests is tested and narrowed towards what converts. On the OSN campaign that meant optimizing placements, ad sizes and interests hourly to hold the goal CPA.
Targeting can be set by location, device type, brand and model, internet service provider and speed, browsing behavior and interests, age, gender and language, and the keyword context of the page. Traffic is filtered down to approved human visitors, with DoubleVerify re-checking and Integral Ad Science as a second post-bid fraud tool.