7個廣告跑不出來，或流量異常降低的元兇
廣告跑不出來，或某委刊流量異常降低，除了無奈，還可以做什麼？
以下是廣告異常主因，即"7大元兇"：
1. 網域問題阻擋廣告投遞
此時，從Develop Tool的Console：可看到 "403 Forbidden"警告，可能原因有：
- Ads.txt
- 網域被列入黑名單
- 網域尚未被平台登記或認證
2. 廣告碼放置錯誤，無法呼叫廣告
從Publisher Console，可以確認這個問題。
3. 委刊競爭問題
DFP(Now Google Ad Manager)使用者，可以檢查該版位其他競價委刊，是否優先性因素，排斥其他委刊投遞。例如包版包量委刊過多時，聯播網或AdSense層級的可用流量就容易消失。
4. 委刊走期問題
同樣對於DFP使用者，有時進度超前，DFP會自動暫停或減緩投遞。
5. 素材問題
直售廣告：檢查客戶素材是否有問題。例如Pre-roll的Vast，用Vast Inspector去測試是否有素材投遞。或是display廣告，檢查尺寸等規格問題。
第三方聯播網廣告：跟聯播網確認Fill-rate問題，是否呼叫到該委刊時，容易不吐廣告。若是Pre-Roll同樣可用Vast Inspector來double-check。
6. 無法流向遞補廣告
多個聯播網委刊彼此激烈競價，就容易發生。建議減少委刊數字，並重新檢視委刊層級設定。例如value CPM(面額)就容易排斥掉真正有吐廣告的委刊。
7. HTML/CSS問題
廣告代碼呼叫到廣告後，是以iframe方式展開在頁面位置。該位置若有尺寸規範，例如CSS設定固定高度與寬度。不合的廣告就會被擋掉。例如把336x280廣告代碼放在只有320x50，就會使得廣告出不來。
早在2014就有國外媒體在研究廣告曝光落差(discrepancy)的空版問題，可參考以下文章：
https://publishers.gourmetads.com/resource/ad-discrepancies-address/
https://headerbidding.co/minimize-ad-impression-discrepancies/
http://www.exactdrive.com/news/8-ways-to-investigate-impression-discrepancies
補充一下，還有一種可能性是委刊的鍵值(key value)篩選條件過嚴格，這常發生在廣告主透過DSP投放第三方素材，TA篩選過嚴，不過這不算是空版問題就是了。需要直接與廣告主討論。
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