Here are a few ideas how to tackle this issue:
- Be cautious in your predictions
- Learn about your site; build up your intuition as to what the traffic levels are in the different zones
- Have a contingency; if one site is full can you use behavioural targeting to deliver the extra volume? Can run-of-site be used to deliver part of the volume?
- Explore ways to extend the campaign duration, or upweighting the delivery rate within the ad server.
- Look for how different creative executions could deliver greater response.
- Consider further campaign optimisation techniques.
