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AdServer Discrepancies
EPISODE 16 – FACE2FACE ADOPS BLOG
WWW.F2FADOPS.COM
What is? / Reasons / Probable Resolutions / Conclusion
Debaroon Gupta
What is Discrepancy?
2
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.
Reasons for Discrepancies:
3
From a broader level, Discrepancies can be categorised under 3 segments:
• General
• Browser related
• Technical Reasons
In Detail:
4
General Reasons:
• Time Differences
• Campaign Setup Errors
• Too Many Ad-Redirects
• Network Stability
• VPN / Firewall usage.
• Internet Bandwidth speed/ issues
In Detail:
5
Browser-Related Reasons (Addons, Extensions, Custom Settings etc):
• AdBlockers
• Browser Issues / Limitations
• Javascript setting turned off
In Detail:
6
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
So… Discrepancies – See you forever?
7
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.
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.
8

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Ep16-AdServer Discrepancies

  • 1. AdServer Discrepancies EPISODE 16 – FACE2FACE ADOPS BLOG WWW.F2FADOPS.COM What is? / Reasons / Probable Resolutions / Conclusion Debaroon Gupta
  • 2. What is Discrepancy? 2 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: 3 From a broader level, Discrepancies can be categorised under 3 segments: • General • Browser related • Technical Reasons
  • 4. In Detail: 4 General Reasons: • Time Differences • Campaign Setup Errors • Too Many Ad-Redirects • Network Stability • VPN / Firewall usage. • Internet Bandwidth speed/ issues
  • 5. In Detail: 5 Browser-Related Reasons (Addons, Extensions, Custom Settings etc): • AdBlockers • Browser Issues / Limitations • Javascript setting turned off
  • 6. In Detail: 6 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? 7 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. 8