1. Introduction: Why Troubleshooting is Essential in Programmatic Advertising
Even the best-planned campaigns encounter delivery or performance problems. Knowing how to troubleshoot helps avoid wasted spend, underperformance, and client dissatisfaction. This blog gives you a systematic approach to resolving the most common issues in programmatic campaigns.
2. Common Delivery Problems & How to Fix Them
| Issue | Possible Root Causes | Recommended Troubleshooting Steps |
|---|---|---|
| No Spend | Low bids, limited targeting, low priority in DSP | Increase bid caps, broaden targeting, check priority & flight dates |
| Low Impressions | Narrow audience, restrictive geos/devices | Expand targeting, check dayparting, increase audience segments |
| Inventory Not Available | SSP mismatch, publisher restrictions | Add more SSPs, re-confirm deal settings with publishers |
| Low Win Rate | Bid price too low, excessive competition | Increase bid, test multiple SSPs, adjust floor price by exchange |
Why Discrepancies May Occur in Delivery:
- Differences between DSP-requested impressions and SSP-reported inventory.
- SSP filtering rules (e.g., blocking certain creatives or geos).
- Latency or timeout issues preventing bid responses.
3. Common Performance Problems & How to Fix Them
| Issue | Possible Root Causes | Recommended Troubleshooting Steps |
|---|---|---|
| Low CTR | Weak creatives, irrelevant audience | Refresh ad creatives, refine audience segments |
| High CPM | Competitive inventory, inefficient bidding | Optimize frequency, test lower bid caps, adjust goals |
| High CPA | Wrong targeting, poor landing page | Retarget warm audiences, improve landing page UX |
| High Bounce Rate | Irrelevant traffic, poor ad-message match | Align creative messaging with landing page offer |
Why Discrepancies May Occur in Performance Metrics:
- Attribution lag or mismatch between DSP clicks and advertiser site tracking.
- Differences in how conversions are defined in DSP vs. analytics platforms.
- Pixel firing or conversion tracking issues.
4. Troubleshooting by Funnel Stage
| Funnel Stage | Common Challenge | Quick Fixes |
|---|---|---|
| Awareness | Low Impressions | Increase reach, test Open Auction, expand devices |
| Consideration | High Bounce Rate | Improve site content, retarget engaged users |
| Conversion | Low Conversions, High CPA | Optimize checkout flow, use Programmatic Guaranteed |
5. Troubleshooting Private Deals (PMP/PG/Preferred Deal)
| Issue | Likely Cause | Recommended Fix |
|---|---|---|
| PMP deal not spending | Low bid or deal priority | Raise bid, confirm publisher priority |
| PG deal under-delivering | Supply shortage, incorrect flighting | Extend flight dates, secure guaranteed inventory |
| Preferred Deal with low CTR | Creative fatigue, poor user fit | Refresh creatives, re-align targeting |
Why Discrepancies May Occur in Private Deals:
- Publisher inventory reporting vs. DSP delivery reporting mismatch.
- Deal configurations (e.g., targeting mismatches, deal paused by publisher).
6. Troubleshooting Open Auction Campaigns
| Issue | Possible Cause | Fix |
|---|---|---|
| Low win rate | Aggressive competition, low bid | Increase bid, target long-tail inventory |
| High CPM, poor quality | Excessive brand safety filters | Adjust brand safety settings, refine audience filters |
| Excessive frequency | No capping applied | Set frequency cap at user level |
Why Discrepancies May Occur in Open Auction:
- Real-time bidding timeouts cause missed opportunities not reflected in reports.
- Different data refresh intervals between DSP, SSP, and third-party trackers.
7. Troubleshooting Checklist
- Have you checked the DSP delivery logs?
- Have you confirmed flight dates and budgets?
- Are your audiences sized correctly?
- Have you verified SSP and deal configurations?
- Have you refreshed creatives recently?
- Are your bids aligned with market CPMs?
8. Example: Troubleshooting a Retail Conversion Campaign
| Issue | Root Cause | Fix |
|---|---|---|
| Low conversions | Too broad targeting | Narrow to cart abandoners and past visitors |
| High CPA despite clicks | Poor checkout experience | Optimize checkout UX and load speed |
| Good delivery, poor ROI | Inefficient bidding | Switch from CPM to CPA bidding |
9. Key Takeaways
- Troubleshooting is a structured processānot random guessing.
- Always check delivery first, then performance.
- Understand the platform logs and SSP feedback.
- Refresh targeting, creatives, and bidding to match goals.
- Expect some data discrepancies due to tech stack differences.