As an advertising partner to both advertisers and publishers dmg deals with technical issues on a daily basis. We know that close communication and regular feedback by our clients and partners can prevent errors and therefore lost monetization of content and other damage.
By collaborating closely we can achieve better campaign results and fruitful relationships.
We put together a short ‘technical error 101’ highlighting some of the most common technical video advertising issues and how to fix them.
What Happens: The deal is struggling to achieve its impression goals or is pacing.
Error: 3rd party ad tag fails to respond in a timely manner, the demand source is consistently timing out.
How to Fix It: Coordinate your VAST time-out according to your partners, per tag.
What Happens: 3rd party ad tag associated with the deal responds to the request by declining the opportunity.
Error: The ad request doesn’t match the partner’s needs.
How to Fix It: Communicate closely with your advertising partner and always give feedback. Create a shared white list in order to increase the fill rate.
What Happens: Missed monetization opportunities, latency, bad user experience.
Error: 3rd party ad tag responds VAST affirmative, the 3rd Party VPAID loads, does its own ad decisioning and decides to opt out.
How to Fix It:, Make sure your tag works efficiently (it is best to test your tag a few times before the implementation, we recommend using this website). Close communication with your advertising partner will help prevent this error causing damage.
Creative Tech Error
What Happens: Missed monetization opportunities. Bad user experience.
Error: 3rd party creative can have a variety of technical errors such as incompatible VPAID communication and missing or broken creative assets. This can also happen post impression with an ad. The publisher will still be paid for that ad placement.
How to Fix It: Pause the campaign. Communicate the error to your demand partner, and ask for the creative to be fixed.
Tal Apel is a Video Advertising Account Manager at dmg