Introduction
Programmatic advertising, despite its sophistication and efficiency, is not without its challenges. In an ecosystem where multiple platforms and actors interact in real-time, technical and configuration issues can arise, preventing campaigns from functioning correctly, especially when activating direct deals. Troubleshooting, or problem-solving, thus becomes a fundamental skill for professionals operating in this environment. Quickly identifying the causes of low performance, a low bid response rate, or lack of delivery on a deal is crucial to minimize losses and ensure campaign success. This article delves into the process of troubleshooting in programmatic advertising, detailing common issues that can arise on both the buy side and the sell side, and offering a guide for their identification and resolution.
Common Issues and Troubleshooting on the Buy Side
On the buy side, i.e., for advertisers, agencies, or trading desks using a Demand Side Platform (DSP) to acquire inventory, the most frequent problems are typically related to campaign and programmatic deal configuration. When a trader activates a “deal” (a direct buying agreement with a publisher through programmatic), it is essential to verify several points to ensure that the purchase is executed correctly and that bids are received.
Key points to review during troubleshooting on the buy side include:
- Deal identification: It is paramount to confirm that the deal has been correctly approved and configured on both the buyer’s DSP and the seller’s Supply Side Platform (SSP). This involves ensuring that the deal is active and associated with the correct inventory on both platforms.
- Seat ID in the DSP: The buyer must correctly communicate their “Seat ID” to the seller’s SSP. The Seat ID is a unique identifier for the buyer within the Ad Exchange or SSP, and it is necessary for the seller to direct bid opportunities to the correct buyer. If the Seat ID is unknown, it can be obtained from the DSP account manager.
- Deal ID: It is necessary to verify that the specific “Deal ID” identifying the direct agreement is recognized and correctly configured in the buyer’s DSP. This ID is the key that links the buyer’s offer to the impression offered by the publisher.
- Bid price: A common issue is bidding below the minimum price set by the publisher (floor price). When configuring the bid in the DSP, the buyer must ensure that the offered price is always higher than the deal’s floor price, also considering any platform fees that may apply.
- Inventory and segmentation: It is vital to check that, once the deal is configured in the DSP, bid requests corresponding to that agreement are actually being received. This involves verifying that the inventory offered by the deal (URLs, bundle IDs, environment type like app or web, device type, geography) matches the campaign’s segmentation configuration in the DSP. A discrepancy in segmentation (e.g., ad size, device type, GEO) between the DSP and the SSP can prevent bids from being received.
- Advertiser categorization: Some SSPs require the advertiser to be categorized within a specific industry (technology, automotive, health, etc.) and not classified as “uncategorized” to receive certain bidding opportunities.
- Blacklists: It is important to ensure that the domain or application where ads are expected to be displayed is not included in any blacklist configured at the campaign, advertiser, or global level in the DSP.
Common Issues and Troubleshooting on the Sell Side
On the sell side, i.e., for publishers using a Supply Side Platform (SSP) to offer their inventory, troubleshooting focuses on ensuring that inventory is being made available to demand effectively and that programmatic deals are delivering correctly. This process helps the publisher identify why a deal is not working or why the bid response rate is low, allowing them to adjust their commercial strategy or technical configuration.
Basic troubleshooting rules to check on the sell side include:
- Deal identifier (Token, Deal ID): Verify that the correct “Deal ID” or token has been sent to the buyer and that the selected SSP is the correct one.
- Buyer’s Seat ID in the DSP: Confirm that the “Seat ID” provided by the trading desk or buyer for that specific transaction is correct and is configured in the SSP.
- Price and transaction type: Review the price configuration in the deal (amount, currency) and the transaction type (fixed price or floor price). Ensure that the deal configuration (transaction type: PG, PD, Private auction, Audience guaranteed, etc.) is the same on the seller’s SSP and the buyer’s DSP.
- Inventory and segmentation: Check that the inventory being offered through the deal is what the buyer requires (URLs, Bundle IDs, App, Desktop, Mobile web, CTV, etc.) and that this inventory is not restricted by blacklists or other configurations in the SSP. Also verify that the segmentation applied in the SSP (ad sizes, device type, GEO, etc.) matches the deal’s configuration.
- Deal start and end dates: Ensure that the deal’s start and end dates are correctly configured and match on both the DSP and the SSP.
- Authorized technologies: Verify that any specific technologies or vendors required by the buyer are authorized in the publisher’s configuration in the SSP.
Resolution and Communication
If the problem persists after checking these basic troubleshooting rules (e.g., a low bid response rate or lack of delivery on a deal), it is essential to establish fluid and direct communication between the buyer and the seller. Involving the technical support teams of both platforms (SSP and DSP) is crucial, as they have the tools and visibility necessary to diagnose more complex technical issues in the bidding flow.
In many cases, support teams can verify if bid requests are being received correctly, if there are errors in the bid request format, if bids are being filtered by any business rules or brand safety configurations, or if there are cookie sync or Deal ID issues.
The troubleshooting process, on both the buy side and the sell side, allows the publisher and advertiser to better understand the price range at which campaigns are competitive and adjust their strategies in an informed manner. Collaboration and transparency among all involved parties are key to resolving issues efficiently and ensuring the correct functioning of programmatic agreements and optimal campaign performance in the complex programmatic advertising environment.
Conclusion
Troubleshooting is an integral part of managing campaigns in programmatic advertising. Given the complex and real-time nature of the ecosystem, configuration or technical issues are inevitable. A structured problem-solving process, reviewing key points on both the buy side (deal identification, Seat ID, Deal ID, price, inventory/segmentation, advertiser categorization, blacklists) and the sell side (Deal ID, Seat ID, price/transaction type, inventory/segmentation, dates, authorized technologies), is essential for quickly identifying the causes. Fluid communication between buyers, sellers, and the technology platform support teams is fundamental to resolving issues efficiently and ensuring the correct functioning of programmatic agreements and optimal campaign performance. Mastering the art of troubleshooting is a valuable skill that significantly contributes to success in the world of programmatic advertising.