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The Programmatic-Private market place checklist (Part 3 0f 3)

December 11, 2017



Aim: Fix any problems that arise once Private Marketplace* is live. Includes low impression volume, poor win rate and flighting/targeting


Issue with impression volume: 

  • Is the Deal ID entered correctly? 

  • Is the bid request being sent? • Does it have the right information?  

      • Sent to right DSP

      • Sent in supported format? 

  • Is the DSP responding to the request?










  • Is the impression being blocked by the SSP? (geo, data, user restrictions) 

  • Check bid volume levels 

  • Is advertiser blocked? (by publisher or SSP) 

  • Has audience targeting changed? 

Issues with win rate: 

  • Appropriate bid rate? (vs competition) Bid above floor price? (with fees) Attribute filters in the exchange/SSP? (creative attributes, brand) 

  • Frequency caps? 

  • Geo limits? 

  • Day-parting? 

  • Creative and advertiser approved? Blocked by higher priority buyer? (e.g. direct or guaranteed) 

  • 3rd Party Pixels approved?

  • Flighting, targeting, other issue: Pacing to budget? 

  • Daily/weekly spend goals? 

  • Reconfirm deal activation 

  • Pre-bid targeting or data/audience layers? 










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