No — and they shouldn't be. Each format has its own performance profile, and optimizing them identically produces bad decisions.
Why uniform optimization fails
- Pricing models differ. Push is CPC; most others are CPM. Comparing raw cost figures across them is meaningless.
- Click-through rate is not comparable. Pop and push produce click rates that would be extraordinary on display and mean something entirely different.
- Some formats have no click at all. DOOH, audio and CTV are measured on uplift, completion and reach.
- Conversion windows vary. Audio and DOOH responses are delayed by nature; pop responses are immediate.
What to optimize on instead
Cost per outcome, defined per format:
- Performance formats (pop, push, display retargeting) → CPA and ROAS
- Consideration formats (native, video) → engagement and assisted conversions
- Brand formats (DOOH, audio, TV) → reach, frequency and uplift
What the platform does automatically
CTR, CPA and CPV optimization, AI-assisted bid steering and A/B testing all apply — but they optimize toward the goal you set. Setting a click-based goal on a brand format will faithfully optimize toward the wrong thing.
Related: How is performance optimized across formats? · How do I track campaign performance?
Sep 7, 2026