What is Programmatic
Programmatic refers to the automated buying, selling, and placement of digital advertising using technology and data-driven algorithms. Instead of negotiating deals manually, programmatic advertising relies on software to purchase ad inventory in real-time, often through online marketplaces called ad exchanges.
Automation: Removes the need for traditional manual processes, making ad transactions faster and more efficient.
Real-Time Bidding (RTB): Allows advertisers to bid on individual ad impressions in milliseconds during a webpage's loading time.
Targeting: Uses data such as demographics, interests, browsing history, and location to show ads to specific audiences.
Efficiency: Helps advertisers maximize their budgets by targeting the right audience with relevant ads at the right time.
Transparency: Provides detailed reporting on ad performance, audience engagement, and spending.
Open Auctions: RTB where inventory is available to all buyers.
Private Marketplaces (PMPs): Exclusive auctions for a select group of advertisers.
Preferred Deals: Fixed price arrangements for specific inventory, before it’s available in open auctions.
Programmatic Guaranteed: Direct buys at a fixed price, with guaranteed impressions.
This method is widely used in digital advertising to optimize ad campaigns, ensuring they reach the intended audience with minimal waste.
Why do we need to run a programmatic test?
Running a programmatic test is essential for several reasons, especially when dealing with systems like CMS, SSP, and Media Owners in digital advertising or content management platforms:
Verify System Compatibility
Programmatic tests ensure that the integration between SSP (Supply-Side Platform), CMS, and Media Owners works seamlessly.
They confirm that ads or content can be properly fetched, displayed, and updated without errors.
Validate Communication Protocols
Tests help check if data flows correctly between systems (e.g., bid requests, ad responses, and logs).
It ensures protocols (such as OpenRTB for programmatic ads) are followed correctly.
Ensure Ad Delivery
Programmatic testing confirms that ads are being displayed as expected.
It ensures correct impressions, clicks, and other metrics are recorded without any discrepancies.
Identify and Fix Issues Early
Running tests before full deployment helps identify misconfigurations or issues (e.g., ads not syncing, devices not responding).
Early detection reduces the risk of downtime or missed ad campaigns.
Validate New Integrations
When onboarding new Media Owners or integrating new tools, programmatic testing ensures they align with your existing system.
It verifies that new components do not break existing functionality.
Optimize Performance
Tests allow you to measure the speed and efficiency of your programmatic processes.
It identifies bottlenecks or areas where performance improvements are needed.
Maintain Client Trust
Reliable programmatic systems build client confidence in your CMS or SSP services.
Regular testing ensures high-quality service delivery without interruptions.
By running programmatic tests, you not only ensure smooth operations but also reduce risks, improve user experience, and maintain system reliability, especially when scaling or adding new features.
What we need to know before we start a programmatic test
Before starting a programmatic test, the following key information should be gathered and prioritized to ensure the test runs smoothly and produces accurate results.
Devices
Identify the devices involved in the test (e.g., media players, displays, or mobile devices).
Verify device compatibility and functionality.
Operating System
Confirm the operating system versions running on the devices (e.g., Android, Windows, Linux).
Ensure the OS meets minimum requirements for running the CMS and SSP.
Content Management System (CMS)
Identify the CMS being used.
Ensure proper configuration, version compatibility, and integration with the SSP.
Network
Check the type of network (wired, wireless, or mobile data).
Ensure network stability for continuous content delivery.
Internet Speed
Test the download and upload speed of the network to confirm it meets the required thresholds for content synchronization.
Internet Quota
Verify that the internet plan has enough data quota for the test, especially for large content files or video creatives.
Resolution
Determine the resolution of the content (e.g., 720p, 1080p, 4K) to ensure it matches the display's capabilities.
Creative Type
Identify the type of creative to be tested:
Video (e.g., MP4, AVI)
Image (e.g., PNG, JPEG)
HTML5 interactive ads
Dynamic content
Duration
Note the duration of the creative (e.g., 10s, 30s, 60s) to validate that it plays entirely without interruption.
Gathering this information before starting a programmatic test helps:
Ensure environment readiness and compatibility.
Minimize downtime or failed tests.
Accurately validate content delivery and system performance.
Identify potential bottlenecks in devices, networks, or CMS.
With these details in place, you can execute the test efficiently and troubleshoot any issues that arise.
Creating a Test Billboard
Set up a virtual or physical test billboard in the SSP.
Ensure the test environment replicates real-world scenarios, including resolution, creative type, and duration.
Data Validation for the Billboard
Verify the correct device ID, location, resolution, and operating system are associated with the test billboard.
Check data synchronization between the SSP and CMS.
Confirm the billboard is online and ready to receive content.
Create a Test Deal
Set up a Programmatic Guaranteed (PG) deal in the SSP.
Configure deal parameters, such as:
Deal ID
CPM rate (cost-per-thousand impressions)
Start/End time
Targeting criteria (geo, device type, etc.)
Create a Line Item for the Deal
Create a line item associated with the test deal.
Ensure the line item settings align with the SSP configurations, including bid parameters and deal targeting.
Get Approval from DSP
Validate that the DSP recognizes and approves the test deal.
Create a new order and assign to the line item from SSP.
Assign the Creative
Upload and assign the test creative (video, image, or HTML5) to the line item.
Ensure it meets SSP and DSP creative requirements (e.g., size, duration, file format).
Approve the Creative in SSP
Review and approve the creative within the SSP platform.
Validate that the creative is ready for delivery to the test billboard.
Test All Types of PG Solutions Internally
Run internal tests for all supported PG solutions:
Test delivery of different types of PG Solution.
Confirm metrics like impression delivery, latency, and content playback duration.
Monitor system logs for any errors during the test.
Send PG Solution to Media Owner to Start the Test
Share the PG test deal and creative details with the Media Owner.
Instruct the Media Owner to start the external testing on their end.
Request feedback on creative playback, system performance, and delivery metrics.
By following this process, you can ensure:
The billboard setup and data flow are accurate.
The deal and line items are configured properly.
Creative approval and delivery work seamlessly across platforms.
Troubleshooting
All PG file cannot be play
Ask MO to check with CMS provider to confirm what type of PG solution/file format can be support
On call with MO and see how scheduling works
Black/White/Blue Screen
Ask client to check internet connection
Check Firewall setting
Whitelisting list
Validate the Logs from LMX
Extract logs from the LMX system to verify ad delivery events, impression counts, and playback data.
Check for completeness, accuracy, and alignment with expected test results.
Ad Play (Adplay) Is Recorded
Ensure that ad playback data, such as start, complete, and skip events, are logged and recorded in the system.
Check for discrepancies in logs or missing events.
Get the Proof of Play (POP) From MO
Request and review Proof of Play (POP) reports from the Media Owner to validate ad playback.
Confirm POP data matches the LMX logs and reporting tools.
Confirm the Playback Is Clear and Smooth
Physically or visually validate the creative playback for quality:
Check for clear visuals, audio clarity, and smooth transitions.
Ensure there are no lags, stutters, or missing frames.
By completing these steps, you ensure:
Tracking accuracy (logs, pixels, and trackers).
Reporting consistency (between internal systems like LMX and external systems like MO).
Playback quality (clear, smooth, and error-free).
This workflow guarantees a smooth programmatic test, making it easier to identify and address issues promptly.
Programmatic testing ensures seamless ad delivery, accurate tracking, and smooth creative playback across devices and platforms. By following this structured process—from pre-test preparation to tracking, validation, and reporting—you can identify and resolve potential issues early, ensuring a high-quality experience for Media Owners and clients.
This knowledge base serves as a comprehensive guide to achieve successful programmatic testing, improving operational efficiency and maintaining client trust.