Push Feed: Subscriber Supply, Delivery and Measurement Guide

1. Define the accountable unit

For push feed, the accountable unit is a source-attributed feed opportunity linked to delivery, click, accepted event and mature value. Write the inclusion rule, maturity point and disqualifying conditions before the feed, auction, marketplace or campaign begins. This prevents request totals, impressions, clicks, revenue and accepted outcomes from being blended into one misleading success number.

Within Push Feed, use this checkpoint when recording the next page-specific decision. Give every unit stable identifiers that survive the complete path. The publisher, seller, source, placement, campaign, request, response and conversion records should be joinable without relying on a dashboard label. When identifiers disappear at an intermediary, the missing transparency becomes an explicit risk rather than an invisible assumption.

2. Map ownership and supply path

In Push Feed, keep the evidence, owner, and next action attached to this control. The primary dimensions are feed schema, source ID, publisher or list ID, format, GEO, device, redirect path, frequency, timestamp, invalid activity and accepted outcome. Mark who creates each field, who can change it, where it is reported and whether it is directly observed or inferred. A field shown in reporting is not proof that it controlled delivery, and a seller name is not proof that the seller owns the inventory.

Within Push Feed, use this checkpoint when recording the next page-specific decision. For supply workflows, verify publisher authorization and intermediary roles with the available transparency records. For buyer workflows, preserve the source and placement controls needed to exclude weak inventory. The operating goal is a path that both sides can explain, reconcile and reverse.

3. Build a controlled first test

Start push feed with one format, a narrow inventory or source set, one primary accepted event and a written loss or failure ceiling. Hold the destination, creative promise, attribution rule and quality definition constant while testing the most important variable. Broad volume before observability creates activity but little reusable evidence.

For Push Feed, treat this as a page-specific operating check rather than a universal benchmark. Choose a maturity window that covers reporting delay, attribution delay, invalid-activity review, refunds or publisher settlement. Do not scale a source because the first-hour click or gross CPM appears attractive. Require a repeatable result across enough independent units to reject a single placement, buyer or day anomaly.

4. Control pricing, priority and pacing

On Push Feed, use this control to keep the page's evidence and action traceable. Document how price and priority are applied. Floors, bid values, line-item priorities, package rates and reseller margins should use comparable units and declared fees. For sequential demand, record the call order and passback behavior. For auctions, record timeout, eligibility, clearing logic and how late or malformed responses are handled.

Within Push Feed, use this checkpoint when recording the next page-specific decision. Pace delivery so the destination, ad server, endpoint and reporting stack remain stable. A high-volume path can create false efficiency when it overwhelms page performance, rate limits, conversion processing or support capacity. Increase one material variable per step and retain the previous stable setting.

5. Evaluate quality and transparency

For Push Feed, apply this control to the page's stated scope and evidence window. Low cost, high fill or a premium label does not establish quality. Reconcile delivery with source-level engagement, accepted business outcomes, viewability where applicable, invalid activity, creative compliance, user experience and complete fees. Label direct, intermediary and unknown supply paths separately instead of hiding them in one blended total.

On Push Feed, use this control to keep the page's evidence and action traceable. The highest-risk shortcut is treating a feed name or volume total as proof of consent, origin or quality. Prevent it with authorization checks, stable identifiers, allowlists and blocklists, frequency limits, anomaly monitoring and a stop condition defined before launch. Evidence that cannot be traced to an accountable source should remain capped.

6. Reconcile buyer and publisher value

On Push Feed, use this control to keep the page's evidence and action traceable. Buyer value and publisher value should be evaluated together. Buyers need accepted outcomes at a sustainable acquisition cost; publishers need net revenue that justifies the inventory, latency and user-experience cost. Intermediaries must account for fees, payment timing, reversals and support rather than relying on gross spread.

For the Push Feed decision, record how this control changes the next test or review. Use marginal reporting. An older profitable cohort can hide that the newest source, bidder or volume tier is below threshold. Separate gross bid, clearing value, platform fee, publisher net, media cost, invalid activity and accepted downstream value so the weakest layer is visible.

7. Security, privacy and policy boundaries

For Push Feed, treat this as a page-specific operating check rather than a universal benchmark. Use only inventory, data, creatives and targeting that are permitted for the publisher, buyer, platform and jurisdiction. Protect credentials, restrict account roles, preserve privacy signals and minimize retained personal data. A technically accepted bid or feed record can still be unusable when authorization, consent or policy conditions are missing.

On Push Feed, use this control to keep the page's evidence and action traceable. Operators should maintain incident and rollback procedures for malformed requests, unauthorized sellers, creative violations, sudden invalid-activity changes, payment disputes and endpoint failures. The platform owner remains accountable even when software, demand or supply is provided by another company.

8. Scale and rollback decision

In Push Feed, keep the evidence, owner, and next action attached to this control. The operating role of this owner page is to validate feed provenance, delivery behavior and source-level outcomes before increasing polling or spend. Increase only one variable per step, such as source count, buyer count, floor, timeout, budget, request rate or inventory class. Preserve the last stable configuration and the logs needed to explain why a change was accepted or reversed.

On Push Feed, use this control to keep the page's evidence and action traceable. The final decision is whether the feed produces traceable, repeatable accepted value within technical and quality limits. Define the acceptable range before activity starts. Pause the newest change when reporting breaks, authorization changes, invalid activity exceeds tolerance, delivery harms the destination or mature net value falls below the declared threshold.

Launch checklist

1. Name the primary accountable unit and accepted outcome.
2. Document seller, publisher, intermediary and buyer roles.
3. Preserve source, placement, request, campaign and conversion identifiers.
4. Verify authorization, privacy, policy and creative requirements.
5. Test valid, missing, malformed, delayed and duplicated inputs.
6. Set budget, request, floor, timeout and loss limits.
7. Reconcile buyer outcomes, publisher net value and operating fees.
8. For Push Feed, scale one variable only after the outcome repeats across the declared maturity window and remains inside the written loss and quality guardrails.

Primary documentation

• IAB Tech Lab: OpenRTB 2.x current specification
• IAB Tech Lab: OpenRTB 2.6 specification
• IAB Tech Lab: sellers.json and SupplyChain
• IAB Tech Lab: Supply Chain Foundations
• Google Ads: Invalid traffic
• Google Authorized Buyers: OpenRTB protocol buffer 2.6

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