Sometimes, when campaigns as we have seen are showing the same results for Brand Awareness and Consideration, and this is possible in Programmatic Advertising.
The main difference here is the optimization goal. For Traffic campaigns (Consideration or Conversion) we are going to use different optimization goals than what we would use for a brand awareness campaign (impressions). Our goals would be to optimize toward audiences (where applicable), and use different frequency caps.
You can also consider refining the targeting between your Awareness and Consideration campaigns:
For the conversion campaign, we can ensure we are targeting users with a higher purchase intent or those who have previously shown interest in the product or service for example.
Ad creative can also be tailored for each campaign objective in order to achieve the desired goal. (Awareness campaigns should focus on building brand recognition, while conversion campaigns should emphasize the value proposition and encourage immediate action.)
All this to say, while the Forecasted Results may look the same they do not show the full story of how we will optimize for each.