Delivery Ops
Part of CTV supply quality
Reviewing app and publisher delivery reports
An app-level report should help a buyer identify where connected-TV ads ran. Start by asking which reporting field denotes the app, which denotes the publisher and …
Begin at the approved plan’s app or publisher level. Compare delivery at that same level. Keep app-level and publisher-level views distinct: an app name alone may not show who sold the impression.
Check the report’s app name, publisher, stable app identifier, seller IDs and spend. Use a stable app identifier for app-level delivery where one is available; a bundle ID is one named form of app identifier.
Compare reported delivery by app or publisher against the approved plan’s corresponding level. Look for unexpected apps, unidentifiable planned placements, broad “other” buckets, duplicate names and sudden volume shifts.
Inspect seller IDs and any available supply-chain information. IAB Tech Lab describes app-ads.txt as an extension of ads.txt for applications distributed through app stores and other channels, and as a tool for checking authorised sellers. Sellers.json supports transparency into seller relationships.
If an identifier is missing, ask the platform how it handles missing identifiers, resold inventory and app updates. Record the response and the share of spend that can be mapped to a specific app.
Treat incomplete reporting as unresolved, not as proof of fraud. Request better evidence, then decide whether the placement’s opacity fits the campaign’s buying standard.
App-Level vs Publisher-Level Delivery Reporting: Key Differences
- Reporting FocusApp-level: specific application (e.g., ABC News app). Publisher-level: broader entity (e.g., ABC Media Pty Ltd)
- Identifier TypeApp-level: stable app identifier (e.g., bundle ID). Publisher-level: publisher name or seller ID
- Use CaseApp-level: track ad delivery in a specific app. Publisher-level: assess overall brand safety and reach across platforms
- Transparency ChallengeApp name alone may not reveal the true seller; use seller IDs and supply-chain data for clarity
Reviewing App and Publisher Delivery Reports: Key Actions
- Start at approved plan’s app or publisher level
- Verify stable app identifier (e.g., bundle ID) where available
- Compare reported delivery against planned levels
- Check for unexpected apps, unidentifiable placements, or ‘other’ buckets
- Inspect seller IDs and supply-chain info via sellers.json
- Request clarification on missing identifiers or resold inventory
- Treat incomplete reporting as unresolvednot proof of fraud
Key Metrics to Track in Delivery Reports
- Spend Allocated
- AUD $X.XM
- Delivered Impressions
- X,XXX,XXX
- Missing Identifiers
- X%
