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Ad discrepancy refers to the mismatch in ad requests or impressions between a publisher's Ad Server (GAM) and demand partners (SSPs). Discrepancies, especially in impressions, can lead to significant revenue loss for publishers. While discrepancies between GAM and SSP partners are common and can range from 1-10%, higher discrepancies indicate potential issues. Common causes include different calculation standards, currency conversion issues, and setup problems. Accurate calculation and monitoring of discrepancies are crucial to minimize losses. Publishers should use consistent timeframes, map data accurately, and ensure setup integrity. Solutions include confirming partners' counting methodologies, using bid conversion modules, and ensuring correct key-value targeting. Regularly tracking and addressing these discrepancies helps maintain revenue integrity and optimize ad performance.
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