Overview

In order to deliver on Connected TV & Over-the-Top inventory, traders should target one or more of the following Device Types: 

• Connected TV: TVs with integrated internet connections (Samsung Smart TV, etc.) 
• Set-Top Box: Devices delivering traditional cable and video-on-demand content.  (Chromecast, Apple TV, Roku, Amazon Fire TV etc.)
• Game Console: Internet-connected gaming consoles (Xbox, PlayStation, Wii, etc.) 
• Connected Device: Devices that connect to a TV screen to display video streams (Roku, Apple TV, etc.) 

Targeting

The following targeting options are available and/or recommended for CTV inventory: 

• Deals: The majority of premium connected TV inventory is currently transacted through 1:1 deals with publishers and most buyers negotiate their own deals depending on campaign requirements. Beeswax supports numerous deal types, including programmatic guaranteed on Rubicon, Telaria, and Google AdX. 
• Geography: Geography targeting is available for most CTV inventory via DMA and country. 
• 1st & 3rd party data: Beeswax has integrations with numerous partners to support data targeting. Customers can use TruOptik for 3rd party segments, LiveRampRampID for 1st & 3rd party data, and Freewheel, TapAd and LiveRamp for cross-device extension. 
  • Due to GDPR restrictions, most of these data partners are available in North America only.
• Prebid Segments: Our integration with DoubleVerify supports pre-bid segments for anti-fraud and invalid traffic. 
• Frequency Capping: If a User ID is passed in the bid request, Beeswax can support frequency capping. Alternatively, Beeswax supports a fallback to IP address.

Creative Specifications

Beeswax supports the VAST 2.0 and VAST 3.0 specifications. Customers can traffic their own VAST tags or upload video assets using VAST inline. Note that VPAID and MRAID are not supported on CTV devices. 

• File format: High-quality MP4 
• Duration and Skippability: 15 or 30-second non-skippable ads 
• HD video is required for some inventory, such as Hulu 
• Placement Types: Most placements will be Mid-Roll, and a smaller portion Pre-Roll 

Key Performance Indicators

Typically the main KPI for CTV is Video Completion Rate (VCR) or Cost-per-completed-view (CPCV). Beeswax offers an out-of-the-box VCR bidding strategy that can be used, but customers can also use our Flat CPM bidding strategy. Customers can also build their own optimization for custom KPIs, like foot-traffic or tune-in, using a bidding agent or bid models. 

A more advanced performance indicator for CTV is site-visits, which requires cross-device attribution. Some vendors that provide this service include TVSquared and TruOptik. 

Inventory Availability & QPS

Beeswax is integrated with the largest Connected TV (CTV) and Over-the-Top (OTT) exchanges in the world, including SpotX, Telaria, Stickyads (FreeWheel), Nexstar Digital, Beachfront, AppNexus, Google AdX, InMobi and more. 

Please note, some content providers, like Hulu, require HD Video creative assets and also restrict what data is available in logs.It’s best to discuss these restrictions and limitations with exchanges as they will have the most relevant information for each content provider. 

Measurement & Reporting

Beeswax does not currently offer native measurement integrations with 3rd parties (like Nielsen, IRI, etc.), however, you can add a pixel, or use Beeswax win logs, to track exposure and reach. 

Customers can access Beeswax reporting on dimensions and metrics such as device type, app bundle, etc. 

Targeting

Open Marketplace CTV inventory typically costs between $10-20 CPM.

Premium inventory via PMP can cost anywhere from $15-50 CPM, depending on the publisher and audience.