The Art of Ad Tech Diagnostics
In the fast-paced, ever-evolving world of ad tech, problems are inevitable. They emerge like snowflakes, each one unique, each one demanding its own approach. For a true problem solver, these issues are not just tasks to complete but opportunities—teachers, enemies, and friends all rolled into one. Embracing this mindset is crucial for anyone looking to stay competitive in the ad tech industry, where the only constant is change.
The Dynamic Nature of Ad Tech: A Constantly Shifting Landscape
In ad tech, a single script update by a third-party vendor can ripple through an entire ecosystem, causing unexpected and often drastic effects. One day, everything is running smoothly; the next, revenue drops, latency spikes, or ads fail to render altogether. The very tools designed to optimize and streamline processes can introduce new complexities that require immediate and effective diagnostics.
This dynamic environment means that staying competitive is not just about having the best technology. It’s about being able to diagnose issues quickly, isolate their causes, and implement solutions that don’t just fix the problem but also uncover hidden opportunities for optimization. Diagnostics aren’t merely a reactive measure—they are a strategic advantage.
The Evolution of Diagnostic Strategies: A Balance of Tools and Intuition
Diagnostic strategies in ad tech are building blocks, and while the foundational concepts remain consistent, the methods and tools evolve. Evolving technologies like AI and machine learning have made diagnostics more powerful, enabling the detection of patterns and anomalies that might be invisible to the human eye. However, these advancements also introduce new layers of complexity. A tool that simplifies one aspect of diagnostics might obscure another, potentially hiding the very information needed to solve a problem.
This is why it’s essential not to rely solely on tools. A skilled diagnostician understands the intricacies of the tools at their disposal but also knows when to bypass them. Sometimes, the best approach is to devolve to more basic methods—to manually block network requests, override sources locally, or simulate conditions to remove variables and get to the heart of the issue.
Uncovering Opportunities Through Diagnostics
When I conduct diagnostic analyses for my clients, I often find issues that, when resolved, can increase revenue by 10 to 20%. These aren’t problems that require adding more demand partners or increasing the number of ad requests. They’re issues rooted in broken processes, misconfigurations, or overlooked optimizations.
For example, a fill rate issue might seem like a simple problem of supply and demand, but digging deeper could reveal a misaligned floor price setting or an outdated line item configuration. By fixing these, the fill rate improves, and so does the revenue, all without needing to change the overall demand strategy.
Reactive Diagnostics: The Reality of Ad Tech
No amount of proactive steps can prevent all issues in the constantly shifting ad tech environment. That’s why reactive diagnostics are so critical. They allow us to respond swiftly to the inevitable problems that arise, minimizing their impact and often turning what could be a loss into a gain.
However, reactive diagnostics come with their own set of challenges, chief among them being confirmation bias. It’s easy to fall into the trap of seeing what you expect to see, especially when under pressure to resolve an issue quickly. This is why a good diagnostician must maintain an open mind, willing to question assumptions and revisit earlier conclusions if new evidence suggests they were wrong.
The Power of Problem Solving in Ad Tech
Ultimately, the most effective diagnosticians are those who see problems not as burdens but as opportunities. Each issue is a snowflake, unique in its challenges and potential lessons. By embracing this mindset, by staying curious and adaptable, we not only solve the immediate problems but also uncover new ways to optimize, innovate, and stay ahead in the competitive world of ad tech.
In this industry, everything is in flux—technologies evolve, market conditions change, and what worked yesterday might not work tomorrow. But by honing our diagnostic skills, by learning to love the problem, we equip ourselves to thrive in this dynamic environment.
If you’re facing persistent issues in your ad tech stack or simply want an external review to uncover hidden opportunities, reach out to JS Consulting. Our problem-solving courses and diagnostic services are designed to help you navigate the complexities of ad tech with confidence and skill. Let’s uncover those hidden opportunities together.