The programmatic ecosystem has several moving parts, and there may be several explanations for a campaign not performing as expected. Sometimes several campaigns run simultaneously, and it may seem strange that one campaign performs as expected, while another has trouble clearing the needed impressions.
The general rule when troubleshooting comparable campaigns is to identify difference in the campaign setup. Often assumptions can be the enemy here, and we highly recommend to verify assumptions about what's common between any two campaigns.
- Max CPM - If campaign A has a max CPM that exceeds campaign B, campaign A will always take precedence over campaign B for the impressions where they compete.
- Frequency cap - If campaign A has a frequency cap, and campaign B has not, campaign B will always have an advantage to campaign B as campaign A will not compete in as many auctions.
As always, verify details about audiences used. If an audience targets a segment, a cookie group or a data list, verify that your assumptions about segment or cookie group sizes hold. If using data lists, verify that they contain what you assume.