Reduced Ad Fill Rate

Requirements Clarification & Assessment

1. Understanding Definitions:

   • Impression: Clarify whether an impression is counted when an ad is viewed or interacted with.
   • Potential Opportunities: Define what constitutes an ad opportunity. Does it include all potential ad slots, or only those that meet specific targeting criteria?

2. Data Scope:

   • Determine the timeframe over which the 10% decline is observed (daily, weekly, monthly).
   • Investigate whether this drop is consistent across all regions, platforms (mobile vs. desktop), and advertiser campaigns.

3. User and Advertiser Dynamics:

   • Assess changes in user activity, such as DAU (Daily Active Users), WAU (Weekly Active Users), and MAU (Monthly Active Users).
   • Evaluate any shifts in advertiser behavior or demand, including changes in ad budgets or bidding strategies.

4. Platform and External Factors:

   • Identify any recent changes to the Facebook platform that could affect ad delivery.
   • Consider external factors like holidays or events that might influence user engagement or advertiser activity.