How do you optimise a programmatic CTV campaign in India during flight?

Daily checks for an active India CTV programmatic campaign: (1) Pacing — is the campaign delivering on track to hit its impression goal by the end date? Underpacing by more than 15% on day 2 typically indicates a floor price issue, creative rejection, or targeting scale problem. Overpacing drains budget early. (2) Publisher delivery split — is delivery concentrated on one publisher to the exclusion of others? Concentration above 80% on a single publisher may cause frequency saturation. (3) VCR by publisher — any publisher with VCR below 70% on non-skippable inventory warrants investigation (VAST errors, creative incompatibility). (4) Frequency distribution — if average frequency exceeds the cap within 48 hours, the addressable audience pool is too narrow; expand targeting or add publishers.

Mid-flight optimisations for India CTV: (1) Bid adjustment — if win rate is below 20%, the bid is below floor for most inventory; increase bid cap by 20–30% and monitor for 24 hours. (2) Publisher reallocations — shift budget from underperforming publishers (low VCR, high frequency) to better-performing ones. (3) Frequency cap tightening — if frequency distribution shows 20%+ of reached households at 6+ exposures, reduce the weekly frequency cap to prevent saturation. (4) Geo adjustments — if delivery is disproportionately concentrated in one or two cities, add explicit city-level exclusions or inclusion lists to distribute reach. (5) Creative rotation — if a second creative variant is available, rotate it in to prevent ad fatigue on households with 3+ exposures. Note: changes on direct IO deals (PG/direct) require publisher coordination and are not self-serve.

Common delivery problems and fixes: (1) Zero delivery on day 1 — deal ID not activated in DSP, creative not approved, or flight dates misaligned. Check deal status and creative approval with publisher. (2) Pacing at 30–50% of target — CPM bid below effective floor; increase bid or check whether publisher has raised its floor since the deal was set. (3) Delivery stopping after 3 days — frequency cap exhausted the target audience; either loosen frequency cap, expand targeting criteria, or add a new publisher to extend reach. (4) High frequency on a small audience with underspend — targeting is too narrow (specific content title + specific city + specific demographic); relax one targeting dimension at a time. (5) VCR drop after week 1 — creative fatigue; rotate in a new creative variant or reduce frequency cap to let the audience “rest” before re-exposure.