Why are fill rates for Unity Ads' banner ads in Asia significantly lower than other regions this month?

Introduction

The recent decline in fill rates for Unity Ads' banner ads in Asia presents a complex challenge that requires a systematic approach to uncover the root cause. As we delve into this issue, we'll examine various factors that could be contributing to this regional discrepancy, considering both internal and external influences on our ad performance.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal trend. Has this dip in fill rates coincided with any major holidays or events in Asia?

Why it matters: Seasonal fluctuations could explain temporary changes in ad performance. Expected answer: No significant seasonal events correlate with the decline. Impact on approach: If confirmed, we'd focus more on internal factors or market changes.

• Considering the specificity to Asia, I'm wondering about any recent changes in regional ad inventory or demand. Have we onboarded any new major publishers or advertisers in Asia recently?

Why it matters: Changes in supply or demand could directly impact fill rates. Expected answer: No significant changes in publisher or advertiser base. Impact on approach: If there were changes, we'd investigate their specific impact on fill rates.

• Given the focus on banner ads, I'm curious about the performance of other ad formats. Are we seeing similar declines in fill rates for interstitial or rewarded video ads in Asia?

Why it matters: This helps determine if the issue is specific to banner ads or a broader problem. Expected answer: Other formats are performing normally. Impact on approach: If confirmed, we'd focus specifically on banner ad mechanics and placement.

• Thinking about technical factors, have there been any recent SDK updates or changes to our ad serving infrastructure in Asia?

Why it matters: Technical issues could be causing regional discrepancies in ad delivery. Expected answer: No recent major technical changes. Impact on approach: If there were changes, we'd prioritize technical investigation and potentially rollback.