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Massive drops in AdX spend on Label 2-5 #108

Closed patmmccann closed 2 weeks ago

patmmccann commented 3 weeks ago

The large drops in AdX spend on label 2-5 (~35% or so) are well documented. However, what isn't documented is that disabling PAAPI in GAM doesn't fix them. Large drops in AdX cpm and Impressions remain for GAM accounts with PAAPI disabled. This appears to be because DV3 and Google Ads are refusing to bid in the label 2-5 traffic much of the time. DSP spend from TTD and Amazon are consistent across the five labels. Is this an attempt to elicit certain supply side behavior, or perhaps a technical oversight, that the DSP is directing funds away the contextual auction from 6% of Chrome traffic regardless of if a device auction will occur subsequently?

Here is some revenue and cpm from AdX in a recent time period in November 2024 for some subset of users. The particular length of time and subset of users not disclosed to protect company monetization information. 

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Mode A label | Protected Aud Delivery | Revenue | Impressions | cpm
-- | -- | -- | -- | --
[cookdep:label_only_1] | N | 1200.559526 | 575207 | 2.087178226
[cookdep:label_only_2] | N | 748.310124 | 475074 | 1.575144344
[cookdep:label_only_3] | N | 759.266972 | 473568 | 1.603290281
[cookdep:label_only_4] | N | 755.501655 | 474836 | 1.591079141
[cookdep:label_only_5] | N | 716.617527 | 469509 | 1.526312652

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patmmccann commented 2 weeks ago

Based on some private communication, this appears to be a technical oversight at dv3/ Google ads buy side entities.

patmmccann commented 2 weeks ago

Steps to resolution appear in progress, thank you to anyone who engaged!