When viewability costs are considered prohibitive, what is typically the underlying reason?

The reasoning behind the choice that relates to goals set for the campaign is closely tied to how viewability costs function within digital advertising. When a campaign is designed with ambitious goals, such as achieving high visibility or delivering to a very specific audience, the cost to ensure that ads are viewable by users increases significantly. This is because achieving those goals often necessitates premium inventory that guarantees better visibility or more stringent targeting criteria, which can inherently drive up the costs.

If the campaign's objectives are to ensure maximum impact or engagement, advertisers might opt for more expensive placements that offer higher viewability rates. Consequently, when the campaign goals are set too high without considering budget constraints, it can lead to the perception that viewability costs are prohibitively expensive, as the necessary investment to meet those goals escalates.

In contrast, the other factors, such as budget allocation, target audience, and campaign time frame, may influence the overall cost and strategy, but they do not directly tie to the inherent cost structure of ensuring viewability in the same way that ambitious campaign goals do. Hence, it is the alignment of goals that typically drives the viewability costs to become a more significant concern.