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Overview
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If a line item is not winning an appropriate
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percentage of
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bids, several steps can be taken to diagnose and resolve the issue:
- Check for Rendering Issues with VAST Wrapper Creatives
If using a VAST wrapper creative,
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it is important to verify whether there are any rendering issues
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or restrictions that may affect its performance.
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- Preview the creative using Beeswax’s creative preview
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- or other video
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- preview tools
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- like Google’s VAST inspector.
- Video players only register an impression when the creative fully renders
- like Google’s VAST inspector.
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- . If the creative fails to load
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- completely (
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- due to errors
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- or
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- business logic
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- within the ad server),
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- this can negatively impact the win rate.
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- Ensure Relevant Video APIs Are Selected
For VAST wrapper creatives, confirm that the necessary video APIs are selected.
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- If the VPAID API
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- is required for the creative to function properly and has not been marked
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- , the win rate may decrease because the creative is bidding on inventory where VPAID is not
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- supported.
- Check whether
- supported.
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- the tag
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- uses VPAID
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- and
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- ensure that
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- “VPAID” is selected
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- in the “Video API” section
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- under Creative Attributes.
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- To verify, check the tag’s URL
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- . If
apiFramework=
- . If
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"VPAID"appears as an attribute on the<MediaFile>element,
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- VPAID is required:
Code Block title html <MediaFile id="1" delivery=
- VPAID is required:
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"progressive" type=
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"application/x-
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shockwaveflash" width="640" height="480" apiFramework=
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"VPAID">
- Increase the CPM Bid
In some cases, increasing the CPM bid can help improve the win rate. High competition for specific traffic—especially when targeting niche attributes or segments—may make higher bids necessary to win more auctions. - Review Bid Performance by Inventory Source & Creative ID
To identify any factors impacting win rates, pull a bid performance report filtered by inventory source and creative ID.
- Some exchanges or publishers may block creatives due to content issues or other undesirable behaviors (e.g., suspicious vendor calls or rendering errors).
- By reviewing the report, it may be possible to identify specific exchanges with low or zero win rates, or dates with noticeable drop-offs.
- Once identified, forward the
- Some exchanges or publishers may block creatives due to content issues or other undesirable behaviors (e.g., suspicious vendor calls or rendering errors).
3. Try raising your CPM bid.
Oftentimes, there will simply be a high degree of competition for the particular traffic you are targeting--particularly when targeting very specific attributes or segments. Try playing around with your CPM bid to see if raising it impacts the percent of auctions you’re able to win.
4. Pull bid performance reporting by inventory source & creative ID to see if any have a particularly low win rate.
Sometimes, exchanges or publishers will block creatives for a variety of reasons—usually either because of content within the creative, or because of some undesirable behavior exhibited by the creative (e.g. making calls to vendors/servers deemed to be suspicious, rendering issues, etc.).
Try pulling a bid performance report by day, creative ID, and inventory source to see if:
- There are any particular exchanges where win rate is particularly low (or 0), and
- If there were any particular dates where a drop-off occurred.
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- findings to the Beeswax support team, who can connect
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- with
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- the exchange contacts to clarify the issue and
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- work on a
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- resolution.
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- Contact the Exchanges/SSP
If none of the
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previous steps improve the win rate,
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the final option is to reach out directly to the Exchanges/
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SSPs for additional insight. They may provide details on:
- Advertiser
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- blocks
- CPM optimizations
- Creative rejections
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- or specification updates
- General loss reasons
When
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contacting the Exchanges/SSP, provide the following information to help narrow down the investigation:
- Beeswax Creative ID (buzzkey-<Creative ID>)
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- Inventory Type
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- being targeted
- Advertiser Domain
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- Any other relevant details
This information
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will
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assist in determining the root cause and help resolve the issue.