Campaign discrepancies and how to avoid them

A regular problem that confronts a network is one of ‘discrepancy’ – discrepancy in number of clicks / impressions as recorded by the network and the advertiser. Discrepancies can range from 5 % to over 50 %.. Yes, believe it or not, high discrepancy campaigns are not unheard of.

An obvious question is, why do discrepancies occur? Let’s examine some reasons –

Wrong Targeting

Targeting criteria need to be clear at the outset. Often, a US targeted campaign ends up being targeted inaccurately. Impressions are delivered outside US inventory. This obviously results in a difference in the impressions count between the network and advertiser. This seems rather a silly reason for a discrepancy to occur; but occur it does. And quite often at that!

Multiple Ad-servers

A single ad impression often ends up running thru’ 2 -3 ad servers – the advertiser’s ad-server, the network’s ad-server and the publisher’s ad-sever. When piece of communication passes thru’ more than one person, message distortion is par for the course. Likewise, an impression going thru’ multiple ad-servers is recipe for discrepancy

Internet Problems

An impression may be served on the advertiser’s ad-server. But between the ad being served and being seen on the user actually seeing it, there could be a broadband issue at the user end. This would then result in an impression being counted by the advertiser but not by the network or publisher.

Bandwidth

Bandwidths are not consistent across the ad delivery chain – advertiser to network to user. Even with advancement of broadband technology, there are regions in the world were low bandwidth are a reality. Bandwidth difference cause latencies leading to a discrepancy.

Incomplete delivery of Ad

Often, an ad is partially loaded on the user system before he/she clicks away. This will result in a count at the advertiser end but no count at the publisher end.

Ad-server idiosyncrasies

Different ad-servers use different logic ( algorithms) to count an impression leading to discrepancies.

It is clear that discrepancies will occur. How do we handle such discrepancies?

Firstly, we need to recognize that discrepancies are a reality. It would be wise, therefore, to have a ‘discrepancy’ clause in the IO. Some IOs for example, state that a 5 % discrepancy is acceptable. Discrepancy percentage would be based on kind of campaign, geographies covered ( whether there are bandwidth problems in the target markets) etc.

Secondly, it is advisable to keep close tabs on a campaign in its initial days. Information on number of impressions/clicks should be exchanged between advertiser and network on a daily basis. Discrepancies should be discussed, analyzed and a way forward agreed.

Thirdly, the advertiser should share information on any incorrect targeting that is happening. For example, therefore, if a US targeted campaign appears in the UK, such information should be brought to the notice of the network immediately enabling them to take remedial action.