DSP Best Practices & Setup Guide Anonymised
Best Practices & Setup Tips
Common Mistakes
Make sure your line item budget is greater than zero.
Enable/activate your line item.
Make sure that your line item and campaign flight dates match and are active.
Accept the SSP deals and ensure they are active.
Make sure that only provided deals are selected.
Ensure that you’re only targeting the SSP deals in your line items and no other inventory source, especially the open marketplace/exchange.
Setup Deals Based on Target Solutions and Have a Dedicated Budget
Having a dedicated budget towards your deals will allow us to gather efficient data and optimise effectively. You can have this budget fluid across the different solutions, as long as a set budget is dedicated towards the deals.
Best to have an assigned budget per in your line item as well instead of the campaign level.
Anonymised works across Premium Publishers targeted within the SSP so there is no need to apply domain Allowlists or Blocklists.
Make Sure Your Bid Price is High Enough
Best to use a fixed price bid strategy in order to secure the optimal reach, bidding at the amount suggested by the account manager. Automated/dynamic bidding means that the DSP would control your bids and may negatively impact scale if you start bidding below average clearing prices.
Important: If using a floor price for your deals, make sure they are within the recommended bid guidance provided. You can always set a max CPM.
Avoid Double Targeting for Deals & Line Items
We recommend applying all targeting data directly to the deal on the SSP side to avoid double targeting and maintaining max scale. Using the same targeting twice may negatively impact the campaign scale.
Below are some of the common targeting that buyers apply on their end, but are better placed on the SSP side:
Viewability Threshold (if you have a target please share with us and we will apply in the SSP. However, if you can also include VR in your automated DSP reporting we will be able to monitor and manage any DSP vs SSP discrepancies).
Video Completion Rate Threshold
Domain/App Targeting
Contextual
Brand Safety (if generic)
Avoid Layering Targeting Parameters that Tend to Kill Delivery
It’s best to keep targeting on the SSP side. Avoid layering any additional targeting parameters that may cause high bid exclusions, such as:
Frequency Capping
Using Retargeting segments
CPA optimisation ( we can make these optimisations in the SSP if you provide the KPI and include the required metrics in the automated DSP reports).
Audience Targeting
Demographics Targeting
3rd Party Targeting from Different Vendors
Brand Safety Parameters that are Too Strict
Keywords
Categories
If using Xandr Invest as DSP
There is an option to enable ‘Anonymous Reach Expansion’, which we recommend is enabled to optimize the Anonymised segment performance.
Double Check the Seat ID
If there is an issue and you are not bidding, make sure you’re using the correct seat ID.
Deals with Zero Avails
If your deal shows no avails, it may be an issue with a seat ID or a category that has been blocked on the publisher side. Please contact your account representative for troubleshooting.
Pay Attention to the Creative Setup
Advertisers need to pay attention to their creative setup to guarantee optimal reach and avoid delivery issues. Please be aware of possible blockers related to local regulations, DSP policies and compatibility of 3rd party tags used in creatives.