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Overview
In order to deliver on Connected TV & Over-the-Top inventory, traders should target one or more of the following Device Types:
| Device Type | Description |
|---|---|
| Connected TV | TVs with integrated internet connections (Samsung Smart TV, etc.) |
| Set-Top Box | Devices delivering traditional cable, video-on-demand, and streaming content. (Chromecast, Apple TV, Roku, Amazon Fire TV etc.) |
| Game Console | Internet-connected gaming consoles (Xbox, PlayStation, Wii, 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. Numerous deal types are supported, including programmatic guaranteed on Magnite DV+, Magnite Streaming, and Google AdX.
- Geography: Geography targeting is available for most CTV inventory via DMA and country.
- First & third-party data: Data targeting is supported through numerous partners. 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.
- Due to GDPR restrictions, most of these data partners are available in North America only.
- Pre-bid 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, frequency capping is supported. Alternatively, fallback to IP address is supported.
Creative Specifications
VAST 2.0 and VAST 3.0 specifications are supported. 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). An out-of-the-box VCR bidding strategy 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
FreeWheel is integrated with the largest Connected TV (CTV) and Over-the-Top (OTT) exchanges in the world, including Magnite Streaming, 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
The platform does not offer native measurement integrations with 3rd parties (such as Nielsen, IRI, etc.). However, it is possible to add a pixel or utilize win logs to track exposure and reach.
Customers can access 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.