Supply
Unlike desktop, mobile web, and in-app supply, connected TV supply is not compatible with VPAID demand. When the CTV Environment is selected on a supply tag, VPAID None becomes the default and VPAID demand is not allowed to serve through the tag.
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When the selected environment is CTV, the default macros in the supply tag are below. From experience, we have found that by hard-coding the height to 1920 and width to 1080, it will improve performance of CTV tags. Ex: http://vid.springserve.com/vast/xxxxxx?w=1920&h=1080&cb={{CACHEBUSTER}}&ip={{IP}}&ua={{USER_AGENT}}&app_bundle={{APP_BUNDLE}}&url={{APP_NAME}}&app_name={{APP_NAME}}&did={{DEVICE_ID}}
| CTV Macros |
|---|
| w={{WIDTH}} |
| h={{HEIGHT} |
| cb={{CACHEBUSTER}} |
| ip={{IP}} |
| ua={{USER_AGENT}} |
| app_bundle={{APP_BUNDLE}} |
| app_name={{APP_NAME}} |
| did={{DEVICE_ID}} |
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| Do's | Dont's | |
Targeting | Buy CTV placements through a private deal ID | Use pre-existing targeting line items used for other targeting (mobile, tablet, etc.) Target above the fold or post-roll |
| Audience Targeting | There is limited 1st and 3rd party data available in CTV, so expect limited scale if choosing to use it | Use the following audience targeting as they are not supported on CTV: lookalike, remarketing, demo, age/gender, conversion tracking, in-market targeting, interest segment targeting |
| Performance | Use relevant KPIs to optimize towards, such as completion rate, CPCV | Optimize towards irrelevant KPIs such as CTR, CPC, etc. |
| Format | Use VAST and high quality MP4 | Use VPAID, MRAID, FLV, WEBM these are not accepted on CTVs |
| Creative | Use creative up to 30s non-skippable | Use creative >30s or skippable ads |
| Frequency Capping If the user ID is passed in the callout, frequency capping can be used | Do frequency cap using IP address and device ID | Don't rely on cookie based targeting as it does not work |
| Brand Safety | N/A | There are no proven brand safety measures from 3rd parties |
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