Delivery Ops
Part of CTV campaign delivery operations
Reconciling booked and delivered impressions
Match a CTV commitment to in-scope delivery and investigate reporting differences before confirming a shortfall or invoice.
Compare a CTV impression commitment with qualifying delivery for the same dates, inventory and counting event. Leave forecasts, completed plays and reach out of the impression balance. If seller, buyer and verification reports disagree, establish what each counted before calling the difference an underdelivery shortfall.
Set the booked baseline
Read the signed booking or deal and any approved changes. Record the committed quantity, eligible TV inventory, Australian locations, start and end times, time zone, permitted substitutions and the count that governs the agreement. A non-guaranteed forecast is useful context, but supplies no guaranteed impression balance.
Make one reconciliation row per committed line or agreed inventory group. Preserve each amendment and its effective date so the final comparison uses the applicable commitment.
Key Metrics in CTV Impression Reconciliation
- Committed impressions
- Defined in the signed booking or deal
- Eligible TV inventory
- Australian locations, device category and time window as per agreement
- Effective date of amendments
- Must be preserved for accurate reconciliation
- Controlling count
- Agreed measurement method under contract
Align the delivery reports
Request counts by date, booking or deal ID, supplier, device category and creative where available. Use one reporting window and keep out-of-scope delivery separate. Check the available dimensions in each report before comparing rows.
Field / Question
- Committed impressions
- What qualifying quantity was promised?
- Seller count
- What does the seller report within that scope?
- Buyer or verification count
- What did another system record?
- Controlling count
- Which measure governs under the agreement?
- Difference and status
- Is it explained, disputed or a confirmed shortfall?
Once the controlling measure is settled, calculate a committed shortfall as the greater of zero and committed impressions minus qualifying impressions. Keep the invoice comparison separate: billable quantity, caps and adjustments depend on the deal terms. Do not substitute a report that counts a different event merely because its total is convenient.
Comparison of CTV Impression Reporting Sources
- Committed impressions
- Quantity promised in the signed booking or deal
- Seller count
- Impressions reported by the publisher or platform
- Buyer or verification count
- Impressions recorded by the advertiser or third-party verifier
- Controlling count
- The agreed measurement standard under the contract
- Difference and status
- Explained, disputed, or confirmed shortfall
Investigate differences before sign-off
First align dates, time zones, inventory and device scope. Then compare daily rows to locate where the gap began.
Different counting points, processing times, invalid-traffic filtering, tag implementation and measurement methods can produce different totals. A gap following a tag change needs a different investigation from a small difference throughout the flight.
Do not treat a platform's general discrepancy range as an automatic contractual allowance. Ask which source controls and how disputes must be raised. Record the data cut-off and revisit material open differences when the relevant reports have settled.
Close each committed line with its quantity, qualifying delivery, controlling count, explanation, confirmed shortfall if any and invoice treatment. This establishes a delivery position under the stated terms. It does not establish attention, household reach or sales impact.
Steps to Reconcile Booked and Delivered Impressions
- Align dates, time zones, inventory and device scopeEnsure all reports use consistent parameters for comparison
- Compare daily delivery rowsIdentify when and where the gap first appears
- Investigate root causesCheck tag implementation, invalid-traffic filtering, counting points and processing delays
- Confirm controlling measureDetermine which report governs the agreement based on contract terms
- Record final delivery positionDocument quantity, qualifying delivery, controlling count, explanation and invoice treatment
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