2. What is Discrepancy?
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Discrepancy can simply be defined as the difference between 2 entities.
It can be Discrepancy in weight, numbers or almost any two measurable entities.
Discrepancy in Digital Advertising means similar.
Ideally there are multiple adservers included for a advt campaign – publisher side / agency side / additional.
When the recorded stats (impressions, clicks, leads, revenue) between ad servers involved do not match – is
termed as discrepancy.
Reasons for them could be many (I have researched and cited quite many in the following slides) namely general,
browser or technical related.
Note: Some reasons for discrepancy cant be eliminated. They would always be there but to some extent can be
minimised.
3. Reasons for Discrepancies:
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From a broader level, Discrepancies can be categorised under 3 segments:
• General
• Browser related
• Technical Reasons
4. In Detail:
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General Reasons:
• Time Differences
• Campaign Setup Errors
• Too Many Ad-Redirects
• Network Stability
• VPN / Firewall usage.
• Internet Bandwidth speed/ issues
6. In Detail:
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Technical Reasons:
• Ad Load / Latency
• Improper implementation of Cache Busting macro
• Heavy Creatives and usage of Polite Download
• Display of ads after pageload
• Usage of iFrame Tags instead of Javascript
• Usage of verification logics (AdSafe / DoubleVerify)
• Spam Filtering
• Frequency Cap implemented @ 3rd party adserver
• Different GeoMapping/ IP Mapping logics
7. So… Discrepancies – See you forever?
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Conclusion:
Discrepancies can be said to exist well, forever. Though we have succeeded to minimise the percentage
but total elimination of discrepancies is not possible, especially when multiple adservers/dependencies
are involved.
So whats the way forward?
Well, next time your client shows a frown face over underdelivery of a campaign and you have found
discrepancies is the culprit – well show them this video or explain that it’s a unfortunate evil.
8. Keep visiting www.f2fadops.com
Subscribe to my Mailing List, YouTube, or Twitter (links in the video description)
And stay informed about..
Digital Advertising – in simple words…
Thanks! All the Best.
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