Notes

Understanding and Managing Ad Discrepancies Between GAM and SSP Partners

Ad discrepancy refers to the mismatch between the number of ad requests or impressions recorded by a publisher's ad server, typically Google Ad Manager (GAM), and the demand-side platforms (SSP partners). This issue is crucial as revenue is based on impressions, and discrepancies can lead to significant revenue loss.
Why Should Publishers Care About Discrepancies?
Although some discrepancies are inevitable, with Google estimating an acceptable range of 1-10%, anything beyond this can indicate a potential loss. For tag-based partners, discrepancies might be higher than 10% due to the waterfall model they operate on. It’s essential for publishers to monitor these discrepancies closely to avoid revenue losses where partners might get impressions without paying appropriately.
For example, consider three bids from header bidding partners:
Rubicon: $1.2
OpenX: $1.5
Xandr: $1.6
Xandr wins the impression but might pay only $1.2, $0.4 less than the bid. Such discrepancies can accumulate, leading to substantial revenue losses.
Common Mistakes in Calculating Discrepancies
Wrong Formula: Ensure using the correct formula for calculating discrepancies.
Time Frame Differences: Align the report time frames of GAM and SSP partners.
Time Zone Differences: Account for time zone differences in reports.
Inventory Comparison: Compare the same inventory from GAM and partners.
Low Volumes: Discrepancies at low volumes can often be ignored.
Inaccurate Reports: Ensure accurate mapping and pulling of reports from GAM and SSPs.
Calculating Discrepancies Accurately
Report Pulling: Extract reports from GAM and SSPs for the same time frames, time zones, and inventory.
Data Mapping: Map the data using common dimensions like site, ad unit, device, etc.
Formulas: Use the following formulas:
Impressions Discrepancy = (GAM Impressions−Partner Impressions)/GAM Impressions(text{GAM Impressions} - text{Partner Impressions}) / text{GAM Impressions}(GAM Impressions−Partner Impressions)/GAM Impressions x 100
Revenue Discrepancy = (GAM Revenue−Partner Revenue)/GAM Revenue(text{GAM Revenue} - text{Partner Revenue}) / text{GAM Revenue}(GAM Revenue−Partner Revenue)/GAM Revenue x 100
Addressing High Discrepancies
Under 10%: Regularly monitor, but no immediate action is needed.
Over 10%: Pause or set an impression cap for the partner until the issue is resolved.
Major Causes and Solutions for Discrepancies
Different Calculation Standards: Different ad servers count impressions differently.
Solution: Confirm counting methodologies with partners and adjust bids accordingly.
Currency Conversion Issues: Discrepancies due to different bidding currencies.
Solution: Use bid conversion modules.
Net vs. Gross Bids: Some partners bid in gross instead of net.
Solution: Request net bids or use bid adjustment modules.
Setup Issues: Improper ad serving setups.
Solution: Debug setups with support teams.
Frequent Ad Refresh: Incorrect implementation or high refresh rates.
Solution: Disable ad refresh temporarily to test and maintain refresh rates above 30 seconds.
Key-Value Targeting in Line Items: Incorrect key values in GAM line items.
Solution: Correct key values.
Heavy Creatives: Large creative sizes, especially for video ads.
Dishonest Partners: Partners might not be legit.
Solution: Vet partners before onboarding and terminate if discrepancies are unexplained.

Monitoring discrepancies between GAM and SSP partners is vital for publishers to avoid revenue losses. It requires significant manual effort, resources, and tools to track and resolve these discrepancies effectively. By understanding the causes and implementing the right solutions, publishers can better manage their ad revenue and maintain a healthy advertising ecosystem.

Source: https://databeat.io/knowledge-base/discrepancy-between-gam-vs-ssp-partners/