What are the most common reasons a CTV campaign underdelivers in India?
India CTV campaign underdelivery has six common causes: (1) Targeting too narrow — geographic + demographic + audience segment + content category applied simultaneously shrinks the eligible inventory pool below the campaign's daily budget requirement. Remove one or two targeting layers. (2) CPM bid below publisher floor — the campaign bids ₹200 but the PMP floor is ₹350. Every bid is rejected. Raise the CPM bid to or above the deal floor. (3) Deal ID inactive — PMP deal ID shared by the publisher but not yet activated in the DSP. Check the DSP deals interface — confirm the deal ID is live and receiving bid requests. (4) Frequency cap reached too quickly — tight audience + low frequency cap means the campaign exhausts its eligible device pool within hours. Expand audience or raise the frequency cap. (5) Creative VAST errors — if the CDN is inaccessible from India IPs, every ad request returns a 400/403 VAST error and zero impressions serve. Test VAST from an India IP. (6) Flight dates or budget not active — confirm the line item flight dates are correct and daily budget is not exhausted.
How do I check if a PMP deal ID is working in DV360?
In DV360: navigate to Inventory → My Inventory. Find the deal ID in question. Check the "Bid Requests" column — if it shows zero after 24–48 hours of the campaign being live, the deal is not receiving inventory. Possible causes: wrong DSP seat ID (publisher created the deal against a different DV360 seat than yours — ask the publisher to confirm the seat ID used), or the deal is inactive on the publisher's side (ask the publisher to confirm deal status in their ad server). If bid requests are flowing but impressions are low: check the line item CPM vs the deal floor, and check whether line item targeting is too restrictive. A deal that shows bid requests but zero wins is typically a CPM floor problem. A deal that shows zero bid requests is a deal ID activation or seat ID problem.
Why am I getting mobile impressions in my India CTV campaign?
If your DSP impression breakdown shows devicetype 4 (phone) or devicetype 5 (tablet) in a campaign you intended to be CTV-only, the cause is usually one of three things: (1) Device type targeting not set — the line item has no device type filter, allowing all device types to serve. Set device type to Connected TV (3) and Smart TV (7) explicitly. (2) Publisher misclassifying mobile inventory as CTV — some India publishers have historically sent BidRequest.app with device.devicetype = 3 for mobile app inventory. This is a publisher-side error; use app bundle ID whitelist targeting to restrict to known CTV app bundle IDs. (3) Open exchange inventory contamination — the open exchange portion of the buy is delivering mobile inventory at lower CPMs. Restrict the campaign to PMP deal IDs and approved publisher app lists to eliminate this.