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Due to the differences in impression/click counting between ad systems and the common causes outlined below, reporting from the various ad systems in the ad serving stack almost never match up exactly.  This difference in impression delivery or click-recording is called a 3rd party discrepancy.  While action can be taken to reduce the probability of a discrepancy manifesting, at the end of the day there will still be a need to troubleshoot discrepancies when they exceed the standard acceptable range.\n\nGenerally speaking, discrepancies between your selected ad server and a 3rd party ad server shouldn’t exceed 5 – 10%. Every now and again however you’ll find a particular campaign that skyrockets into the 30% territory or more.  In those cases, you really need to look into the campaign and try to correct the problem.\n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"What are common causes for discrepancies?\"\n}\n[/block]\n  * **Failure to validate multi-party consistency within reporting** (time zone, date range, counting methodology, behavior validation such as bot/fraudulent activity)\n  * **End-user settings** (images-disabled, Flash-disabled, JavaScript-disabled, Flash blocked by default within browser, ad blocking software enabled)\n  * **Browser, Platform and Device** that is serving the creative (will your ad render across all devices based on build format and size, will your creative render across all browsers/platforms based on build format and browser or platform default settings)\n  * **Supported creative formats:** what creative formats does the inventory provider rendering the Flite tag allow? (i.e. rich media, image file types, link tags, 3rd party URLs, 3rd party JS/HTML tags)\n  * **Geography:** distance from ad server fulfilling ad calls, CDN blacklisting, geographic patterns\n  * **Tag Manipulation:** copy-paste errors, replace-all errors, fancy characters, text corruption during processing and file format changes\n  * **Ad Serving Sequence:** latency, intermediary ad calls, session length, caching, drop-off/bounce rate\n  * **Human Error**: incorrect traffic settings (date, geo, device, sites), incorrect pixel association, incorrect macro implementation\n  * **Third-party cache busting:** Flite has an embedded cache busting functionality and does not recommend implementing a third-party cache buster into Flite tags; if a vendor specifically makes this request please contact Flite support with your discrepancy information and we can advise regarding [third-party cachebusters](doc:ad-ops-third-party-cachebusting-macros). \n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Why do discrepancies manifest in reporting?\"\n}\n[/block]\n  * Variations in counting methodology across vendors\n  * Incorrect or non-consistent report settings across vendors\n  * Poor or non-singular naming conventions within reporting (failure to include dimensions and unique naming convention)\n  * Incomplete data sets or reporting pulls \n[block:api-header]\n{\n  \"type\": \"basic\",\n  \"title\": \"Discrepancy Review\"\n}\n[/block]\nThe common root causes of discrepancies are nothing the industry hasn’t dealt with before, just with a few new obstacles mixed in. As long as campaign launches are not rushed and ample time is provided for testing and review by all parties involved, we will see discrepancies within the acceptable range. As you work through investigations and discover new trends and root causes share them with your team for future reference purposes specific to your trafficking intent and approach.","excerpt":"","slug":"ad-ops-third-party-discrepancies","type":"basic","title":"Third-Party Discrepancies"}

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Third-Party Discrepancies

[block:api-header] { "type": "basic", "title": "What is a discrepancy in digital ad serving?" } [/block] As a standard practice in interactive advertising, advertisers and publishers maintain independent ad servers to manage their campaigns. Due to the differences in impression/click counting between ad systems and the common causes outlined below, reporting from the various ad systems in the ad serving stack almost never match up exactly. This difference in impression delivery or click-recording is called a 3rd party discrepancy. While action can be taken to reduce the probability of a discrepancy manifesting, at the end of the day there will still be a need to troubleshoot discrepancies when they exceed the standard acceptable range. Generally speaking, discrepancies between your selected ad server and a 3rd party ad server shouldn’t exceed 5 – 10%. Every now and again however you’ll find a particular campaign that skyrockets into the 30% territory or more. In those cases, you really need to look into the campaign and try to correct the problem. [block:api-header] { "type": "basic", "title": "What are common causes for discrepancies?" } [/block] * **Failure to validate multi-party consistency within reporting** (time zone, date range, counting methodology, behavior validation such as bot/fraudulent activity) * **End-user settings** (images-disabled, Flash-disabled, JavaScript-disabled, Flash blocked by default within browser, ad blocking software enabled) * **Browser, Platform and Device** that is serving the creative (will your ad render across all devices based on build format and size, will your creative render across all browsers/platforms based on build format and browser or platform default settings) * **Supported creative formats:** what creative formats does the inventory provider rendering the Flite tag allow? (i.e. rich media, image file types, link tags, 3rd party URLs, 3rd party JS/HTML tags) * **Geography:** distance from ad server fulfilling ad calls, CDN blacklisting, geographic patterns * **Tag Manipulation:** copy-paste errors, replace-all errors, fancy characters, text corruption during processing and file format changes * **Ad Serving Sequence:** latency, intermediary ad calls, session length, caching, drop-off/bounce rate * **Human Error**: incorrect traffic settings (date, geo, device, sites), incorrect pixel association, incorrect macro implementation * **Third-party cache busting:** Flite has an embedded cache busting functionality and does not recommend implementing a third-party cache buster into Flite tags; if a vendor specifically makes this request please contact Flite support with your discrepancy information and we can advise regarding [third-party cachebusters](doc:ad-ops-third-party-cachebusting-macros). [block:api-header] { "type": "basic", "title": "Why do discrepancies manifest in reporting?" } [/block] * Variations in counting methodology across vendors * Incorrect or non-consistent report settings across vendors * Poor or non-singular naming conventions within reporting (failure to include dimensions and unique naming convention) * Incomplete data sets or reporting pulls [block:api-header] { "type": "basic", "title": "Discrepancy Review" } [/block] The common root causes of discrepancies are nothing the industry hasn’t dealt with before, just with a few new obstacles mixed in. As long as campaign launches are not rushed and ample time is provided for testing and review by all parties involved, we will see discrepancies within the acceptable range. As you work through investigations and discover new trends and root causes share them with your team for future reference purposes specific to your trafficking intent and approach.