Table of Contents
Overview
If a line item is not winning an appropriate percentage of 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, it is important to verify whether there are any rendering issues or restrictions that may affect its performance.
- Preview the creative using Beeswax’s creative preview or other video preview tools like Google’s VAST inspector.
- Video players only register an impression when the creative fully renders. If the creative fails to load completely (due to errors or business logic within the ad server), this can negatively impact the win rate.
- Preview the creative using Beeswax’s creative preview or other video preview tools like Google’s VAST inspector.
- Ensure Relevant Video APIs Are Selected
For VAST wrapper creatives, confirm that the necessary video APIs are selected.
- If the VPAID API is required for the creative to function properly and has not been marked, the win rate may decrease because the creative is bidding on inventory where VPAID is not supported.
- Check whether the tag uses VPAID and ensure that “VPAID” is selected in the “Video API” section under Creative Attributes.
- To verify, check the tag’s URL. If
apiFramework="VPAID"appears as an attribute on the<MediaFile>element, VPAID is required:html<MediaFile id="1" delivery="progressive" type="application/x-shockwaveflash" width="640" height="480" apiFramework="VPAID">
- To verify, check the tag’s URL. If
- If the VPAID API is required for the creative to function properly and has not been marked, the win rate may decrease because the creative is bidding on inventory where VPAID is not supported.
- 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 findings to the Beeswax support team, who can connect with the exchange contacts to clarify the issue and work on a resolution.
- Some exchanges or publishers may block creatives due to content issues or other undesirable behaviors (e.g., suspicious vendor calls or rendering errors).
- Contact the Exchanges/SSP
If none of the previous steps improve the win rate, the final option is to reach out directly to the Exchanges/SSPs for additional insight. They may provide details on:
- Advertiser blocks
- CPM optimizations
- Creative rejections or specification updates
- General loss reasons
When contacting the Exchanges/SSP, provide the following information to help narrow down the investigation:
- Beeswax Creative ID (buzzkey-<Creative ID>)
- Inventory Type being targeted
- Advertiser Domain
- Any other relevant details
This information will assist in determining the root cause and help resolve the issue.