Connected TV requests often pass through a server-side ad insertion service, so the buyer and ad server see fewer browser signals than they would on the web. The request must carry the app, device, content, privacy and SDK authorization signals expected for that integration.
Start by identifying whether the impression is server-side ad insertion or client-side ad insertion. Then compare one affected request with a healthy request from the same app. Check the IMA or PAL signal, app bundle, store URL, device identifier treatment, user-agent, content metadata and privacy fields before assuming there is no buyer demand.
The safest fix is to restore the expected SDK or PAL signal and correct the request mapping at the integration layer. Re-test a matched request ID from the player through the ad server and buyer response before rolling the change across all app versions.