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 | Required | Suggestions |
|---|---|---|
| w={{WIDTH}} | Yes | Hard-code to 1080 |
| h={{HEIGHT} | Yes | Hard-code to 1920 |
| cb={{CACHEBUSTER}} | Yes | |
| ip={{IP}} | Yes | |
| ua={{USER_AGENT}} | Yes | Detected by SpringServe, Macro must be available for proper detection. |
| app_bundle={{APP_BUNDLE}} | No | Not required but highly recommended |
| app_name={{APP_NAME}} | No | Not required but highly recommended |
| did={{DEVICE_ID}} | Yes | Specifically useful for Frequency capping to match proper Demand |
Demand
For viewability data on CTV tags, ask your demand partner if there is an impression pixel in the XML of the demand tag or if they have one that you should implement in SpringServe. To add an event pixel in SpringServe you could do so in the 'Settings' tab of your demand tag. You could add as many pixels as needed.
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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 | Take advantage of frequency capping. CTV users are engaged more than desktop users. You want to avoid displaying the same advertisement consecutively to the same user. Springserve uses Device ID frequency capping when available and when device ID is not supplied we use IP address as a failover method. | ||||
| Brand Safety | N/A | There are no proven brand safety measures from 3rd parties |
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