After running hundreds of DSP audits across DV360, The Trade Desk, Xandr, and Amazon DSP, we've identified five configuration mistakes that appear in nearly every account we review.
1. Default Bid Strategies Left Unchanged
Most DSPs ship with conservative default bid strategies that prioritize delivery over efficiency. If you haven't customized your bid algorithm settings, you're likely overpaying for impressions that don't drive incremental lift.
2. Frequency Caps Set Too High (or Not at All)
We regularly see campaigns with no frequency caps, resulting in the same user being served 50+ impressions per day. This isn't just wasteful — it actively degrades brand perception. A good starting point is 3-5 impressions per user per day for awareness campaigns.
3. Brand Safety Controls on Default
Default brand safety settings are designed for the broadest possible advertiser. They're either too restrictive (blocking quality inventory) or too permissive (allowing risky placements). Customize your block lists and category exclusions based on your actual brand guidelines.
4. Conversion Windows Misaligned
If your attribution window doesn't match your actual purchase cycle, your optimization algorithms are learning from bad data. B2B with a 90-day sales cycle? A 7-day click window is teaching your DSP the wrong lessons.
5. Supply Sources Not Reviewed
Many teams activate campaigns across all available supply sources without reviewing which exchanges and SSPs they're actually buying from. This leads to duplicate bidding, inflated costs, and exposure to low-quality inventory.
The Fix
Run a comprehensive seat audit at least quarterly. Document your configuration decisions, and create a settings checklist that new campaigns must follow before launch.
