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title: "CTV/OTT Buyer's Guide"
canonical: "https://hub.freewheel.tv/space/BC/115343382/CTV%2FOTT%20Buyer's%20Guide"
format: markdown
---
Overview In order to deliver on connected TV (CTV) & over-the-top (OTT) 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 : Most premium connected TV inventory is currently transacted through 1:1 deals with publishers, and most buyers negotiate their own deals based 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. 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 CTV performance indicator is site visits, which requires cross-device attribution. Some vendors that provide this service include TVSquared and TruOptik. Inventory Availability & QPS Buyer Cloud 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 Buyer Cloud does not offer native measurement integrations with 3rd parties (such as Nielsen, IRI, etc.). However, you can add a pixel or use 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. Training Resources