Why has Simpli.fi's Connected TV advertising platform seen a 20% drop in impressions delivered over the past month?

Introduction

Simpli.fi's Connected TV advertising platform has experienced a significant 20% drop in impressions delivered over the past month. This decline in a key performance metric requires a thorough investigation to identify the root cause and develop effective solutions. I'll approach this analysis systematically, examining both internal and external factors that could contribute to this issue.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this 20% drop been compared to the same period last year?

Why it matters: Seasonal trends can significantly impact advertising performance. Expected answer: Yes, it's been compared and the drop is unusual for this time of year. Impact on approach: If seasonal, we'd focus on why this year differs; if not, we'd look at recent changes.

• Considering the metric specificity, I'm curious about the definition of "impressions delivered." Has there been any recent change in how this metric is calculated or tracked?

Why it matters: Changes in measurement can create false impressions of performance shifts. Expected answer: No changes in metric definition or tracking systems. Impact on approach: If changed, we'd investigate the impact of the new calculation; if not, we'd focus on actual performance factors.

• Given the platform's complexity, I'm wondering if this drop is uniform across all user segments or concentrated in specific areas. Can we break down the impression drop by user demographics, content types, or geographic regions?

Why it matters: Identifying affected segments can pinpoint specific issues or changes in user behavior. Expected answer: The drop is more pronounced in certain segments. Impact on approach: We'd focus our investigation on the most affected segments and potential causes specific to those groups.

• Thinking about recent platform changes, have there been any significant updates to the Connected TV advertising platform in the last 1-2 months?

Why it matters: Recent changes could directly impact platform performance. Expected answer: A few minor updates were implemented. Impact on approach: We'd scrutinize these updates for potential unintended consequences on impression delivery.