You may experience pacing issues (budgets delivering fewer impressions than necessary to reach their goal) for a number of reasons. In most cases, you should be able to identify potential pacing problems in advance using the built-in inventory forecasting tools, but sometimes issues appear during flight time as well. The steps below can help mitigate these problems and avoid missing delivery goals.
🚧Under-Pacing Can Effect Performance
Under pacing isn't only a problem for meeting delivery goals. Restricted inventory also limits the platform's ability to optimize performance for your ads.
Adjust Targeting To Expand Reach
Budgets often underdeliver due to overly restrictive targeting. Adjust your settings to expand your potential reach and provide more opportunities to deliver.
Add more categories into rotation on the Targeting > Category tab. News and Arts & Entertainment are the largest categories.
If targeting a package or whitelist, ensure it contains a minimum of 100 publications.
If targeting audience segments, add as many relevant segments as possible, focusing on those with larger cookie counts.
If targeting audience segments, consider A/B testing data targeting against a contextual only budget, which will result in delivering impressions within cookieless environments.
If targeting a narrow geographic area, consider expanding to the broader DMA or including surrounding zip codes
🚧Beware of Excessive Audience Targeting
Due to shifts in browser policies around privacy, data targeting will restrict your delivery to only those environments that allow it. Specifically, delivery on Safari and Firefox will be almost completely eliminated.
Contextual targeting is a viable solution to extend the reach of your campaigns to Safari and Firefox.
Rebalance Spend To Other Strategies
In campaigns with multiple budget lines, if you notice one budget is under-delivering, a good strategy is to shift the underdelivered amount to other budget lines that are pacing well and show available inventory in the forecast.