Overview
If requests are not reaching a line item, it means they are being filtered before or at some stage of delivery.
Filtering can happen on multiple levels:
- Publisher
- Advertiser
- Campaign
- Line Item
The goal is to identify where exactly the filtering occurs.
1. Publisher Level
- Ensure Publisher revshare is set to a reasonable value (usually it's 0).
Why it matters - Publisher revshare is deducted from the bid before sending to supply.
2. Inventory Source
- Make sure Required Advertiser is enabled.
3. Advertiser Level
- Confirm available balance
- Make sure Required Inventory Source is enabled.
4. Campaign Level
What to check:
- Ensure campaign is active (Start / End date)
- Check Budget / Daily Budget / Frequency caps are aligned with all Line Items
5. 1. Line Item Level
What to check:
- Ensure Line Item is active (Start / End date / Flights)
- Check Budget/ Budget Spend Behavior / Daily Budget / Frequency caps / Impressions limit
- CPM / Floor compatibility
- Inventory source is added
- Targeting (Geo; Device; and etc.)
- Creatives are aligned ("Associate Creatives" tab).
In the "Line Item" tab → Actions, you can find alerts explaining:
why requests are filtered at this level
e.g. "LI Not Ready: Inventory source is missed" > Connect inventory sources
Important: If requests do not appear at line item level at all: The issue is NOT in the line item. Check upper levels (Publisher / Advertiser / Campaign)
Step 5.2. Line Item Level > Delivery Insights
A funnel view is available - shows why some ad requests were filtered
Use it to:
Quickly identify bottlenecks
Understand filtering reasons
Validate targeting setup