CTV & OTT Guide

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CTV & OTT Overview

As streaming services have become widely adopted and methods for consuming TV content have drastically changed, the terms OTT and CTV have become exceedingly popular in the advertising world. But with this growing popularity the terms have become ambiguous as players in the industry began to use them interchangeably and the lines between them became blurred. This guide is intended to provide clarity into the industry definitions, Pontiac terminology, and best practices for implementing both CTV and OTT campaigns through the Pontiac Platform.

CTV vs OTT vs Video

OTT is TV content delivered to a device via an internet connection. OTT is defined as a delivery method and content type (premium TV content delivered via internet) and can be streamed on any device (TVs or mobile devices or desktops). OTT is considered premium digital video, and it is the highest-quality format available programmatically, with completion rates as high as 90%. For example, this could be a user watching Hulu on their phone, desktop, OR on their Smart TV.

CTV is a sub-set of OTT Video, where the OTT content is delivered specifically on TELEVISIONS connected to the internet. CTV is defined by the device type and includes – smart TVs, gaming consoles, and set-top boxes. An example of this would be a user watching Hulu on their TV.

Video is the creative type for all OTT and CTV. All OTT and CTV campaigns are Video, but not all Video is OTT or CTV. Online Video (OLV) can also run across other websites and apps within content that is not considered OTT and on Devices that are not considered CTV. For example, a video ad in the Candy Crush app on a mobile device.

Pontiac Platform Terminology

Despite the technical definitions above, it is commonly understood in the industry that CTV refers to any OTT across TVs, and ‘OTT’ is typically used to refer to other ‘non-CTV’ OTT content. For this reason and for the purposes of the Pontiac Platform, ‘CTV’ as an ‘Inventory Type’ refers to OTT content that runs across connected television devices – Smart TVs, Game Consoles, and Set Top Boxes. The ‘Inventory Type’ ‘OTT’ will refer to all other OTT content that is not CTV, that being content streamed on other devices – Mobile Phones, Tablets, Desktops and Laptops.

Open Exchange vs. Deal Inventory

On the Pontiac platform, there are two inventory sources that can be used to purchase CTV/OTT ads, through the Open Exchange or through PMPs. PMPs, or private marketplace deals, are a method through which publishers privately grant access to premium inventory to a specific Advertiser or group of Advertisers. The Open Exchange refers to inventory monetized through exchanges or ‘SSPs’ in an open marketplace where buyers/Advertisers are granted equal opportunities to bid on and purchase this inventory.

Deal (PMP) Inventory

Pontiac makes over 2,000 Deals from a wide variety of Publishers and content categories available directly in the platform. Pontiac strongly recommends running all OTT and CTV campaigns through PMPs as they provide exclusive access to premium, fraud-free inventory. To browse available Deals, open the Pontiac Platform and navigate to the ‘Inventory’ tab. Under ‘Deals’ you will see the full list of available public deals. The ‘Network’, ‘App/Channel’ and ‘Programming’ will give you an idea of where the ad will serve and what the content type is. These PMPs are still real-time bidding environments in which the highest bid will win the impression, but the bidding will start at a specified price floor as defined by the publisher, this can also be seen in the ‘Inventory’ tab for each Deal. Select from Pontiac’s curated Deal lists, or create a custom Deal list with all of the relevant Deals to your Advertiser, easily allowing you to create many Lines with the same list of Deals.

The following information will be available for each Deal in the ‘Inventory’ tab:

Inventory Type

  • OTT: The Deal can be used for OTT Inventory, with Mobile, Desktop, and Tablets as the device types.
  • CTV: The Deal can be used for CTV Inventory, with TVs, Game Consoles and Set Top Boxes as the device types.
  • OTT/CTV: The Deal can be used for OTT or CTV Inventory, with Mobile, Desktop, Tablet, TVs, Game Consoles and Set Top Boxes as the device types.
  • OLV: ‘Online Video’, these are ‘non-OTT’, ‘non-CTV’ video placements. They may be outstream, or instream, across websites and applications that are not considered OTT content. See Device Type column for additional guidance.

Device Type

  • CTV: Should be targeted to Smart TVs, Game Consoles & Set-top boxes
  • Mobile & Desktop: Can be used for Mobile Devices, Tablets, & Desktop
  • Mobile: Can only be used with Mobile Devices and Tablets
  • Desktop: Can only be used with Desktop or Laptop Devices
  • All: Can be used for any OTT including Smart TVs, Game Consoles & Set-top boxes, Mobile Devices, Tablets, & Desktop

App Types:

  • SVOD (Subscription based video on demand)
    • The user enters into an agreement for subscription that grants them access to the service, typically this allows them to watch with no limits until the agreement or subscription is cancelled. The best example of an SVOD service is Hulu.
  • AVOD (Advertisement based video on demand)
    • Ad-based video on demand is a free service that allows users to log in and watch videos that contain ads. YouTube is the best example of AVOD.
  • TVE (TV Everywhere)
    • TV Everywhere requires a cable or satellite subscription to access the on-demand content. This is both SVOD and AVOD. CBS Now, AMC Networks, A&E are examples.
  • vMVPDs (Virtual Multichannel Video Programming Distributor)
    • (e.g) SlingTV, Pluto, Xumo, etc are Linear OTT services that provides premium programming from multiple channels & some digital pure play channels like Newsy, Cheddar, etc.  These services can be either subscription + advertising supported, or advertising supported only.
  • PPDs (Pure Play Digitals)
    • Apps that have emerged in the OTT space, Newsy, Cheddar, The Roku Channel, etc are apps that originated in the digital space and have no tie to traditional TV. 

Formats:

  • Live: The video content is live TV, with no specified duration.
  • Long Form: The video content is equal to 8 mins or longer in duration.
  • Short Form: The video content is shorter than 8 minutes in duration.

Open Exchange Inventory

There are several reasons that Pontiac recommends running CTV and OTV campaigns through Deals as opposed to the Open Exchange. In the publisher waterfall, PMPs will be higher priority, and may also provide access to inventory that may otherwise be inaccessible as many premium publishers for streaming content may choose to monetize exclusively through Deals. Deals also provide additional information as to the type of app, format of the content, the channels included, etc. Open Exchange inventory is also at a much higher risk for fraud, including CTV App or Inventory spoofing.

If you would like to run through the Open Exchange, we strongly recommend targeting an app list to qualify the inventory as ‘premium streaming TV content’. Without a specified app list, the Line can run through any apps on the device types selected and there is no guarantee that those apps are for premium streaming content. To qualify the inventory as OTT or CTV, you need to target a list of apps with OTT/CTV content (for example, targeting the Hulu app), OR select CTV and OTT Deals from the Inventory tab.

To create a custom app list, go to the ‘Inventory’ tab and enter the app domains you would like to target. For example, in the Custom App List box enter ‘com.slingtv.ctv.aetv.roku’ to target the A&E Network on Roku devices. You must then add the App List to the Line and include ‘Roku’ in the targeted Operating Systems.

Overview of CTV Best Practices

CTV is a specific subset of OTT, defined as content streamed only on televisions that are connected to the internet via Smart TV apps, Game Consoles and Set Top boxes.

The following is an overview of the best practices for setting up a successful CTV campaign on the Pontiac platform:

  1. Run through Deals as opposed to the Open Exchange, as this will allow for premium, fraud free placements.
    • Deal access can be requested in the ‘Inventory’ tab, then associated to the Line under ‘Targeting’. Select Deals with ‘Inventory Types’ that are ‘CTV’ or ‘OTT’. To ensure the Line only serves through selected Deals, DO NOT ASSOCIATE ANY EXCHANGES.
  2. Do not add frequency caps. Although Frequency Capping is available for CTV lines, it is often inaccurate and will severely limit scale as many CTV publishers do not consistently pass device IDs and user IDs across platforms.
  3. Enable the ‘Allow for Cookieless Users’ box. Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
  4. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types.
  5. It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. While these audiences are intended for CTV, they may still limit scale.

How to set up CTV using Deals

  1. Request Access to Deals and Create or Select a Deal List:
    • The first step in setting up a successful CTV campaign is to select the PMPs or ‘Deals’ that the Line will target. Read more on Deal Inventory here: Open Exchange vs. Deal Inventory
    • For CTV Lines, select Deals with the Inventory Type ‘CTV’ or ‘OTT/CTV’. As a best practice we recommend selecting and targeting every Deal that fits your campaign’s needs. There is no limit to the number of Deals that can be associated to the Line and due to the premium nature of this inventory the auctions can be very competitive. Selecting many Deals will increase the ability of the Line to scale. Additionally, for content that most closely mimics a linear TV experience, we recommend focusing on Deals with the formats ‘Live’ and ‘Long Form’ as this will display your ad either during live shows or full episodes. You can also select from pre-set ‘CTV’, ‘Long Form CTV’ and ‘CTV – Full Episode’ Deals lists or create your own custom Deal List that can easily be added to multiple Lines. In the ‘Inventory’ tab, request access to the Deals you would like to use. Deal access will be approved in 1-2 business days and from there the Deals can be associated with a Line Item for targeting.
  1. Upload Creative:
    • If you do not yet have an Advertiser created for this campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
    • The Creative will need to pass the Creative Audit which may take up to 24 hours.
  1. Set-up a Line Item:
    • Under the Advertiser, create a Line Item following these recommendations:
    • Inventory Type: CTV
    • Platform KPIs: Reach or VCR
    • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
    • Bid Strategy: The PMPs are real-time bidding environments with a specified price floor as defined by the publisher. This is the minimum CPM bid required to enter the auction. These auctions can be very competitive and typically, PMPs will clear somewhere between 40-80% higher than the Deal Price Floor. Closing CPMs are on average in the $30-60 range, with the most premium inventory running between $60-100 CPMs. Closing CPMs will vary greatly according to the caliber of publishers and inventory selected, where the PMP falls in the publisher waterfall, the level of competition, the format (Live, Short Form etc), the time of year and more. In general, we recommend using the price floors for guidance and adding an additional 40-50% to start the bidding. If you are not achieving the desired scale, continue to increase bids.
    • Allow for Cookieless Users: Enable this feature, Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
    • Foot Traffic Attribution: This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
    • Exchanges: Remove ALL Exchanges.
    • Deals: Select the CTV Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add Pontiac Curated Deal Lists or your own Custom Deal List to associated all Deals within that list.
    • Geo Targeting: Zip Code, DMA, State, or Country
    • Device Types: Leave the Device Types set to ‘TVs’, ‘Game Consoles’ and ‘Set Top Boxes’.
    • Operating Systems: Leave all operating systems selected
    • Video Playback: Select from ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
    • Video Size: Do not select a size.
    • Viewability Threshold: NOT AVAILABLE
    • Ads.txt: NOT AVAILABLE
    • Creative: Associate a Creative that meets the OTT/CTV Specs.
    • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. These can be found by filtering by ‘Provider’ in the Audience tab. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for CTV, but they may still limit scale.
    • Conversion Pixels: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

How to set up CTV with Exchanges

  1. Create an App List (Optional)
    • If you would like to run through the Open Exchange, it is highly recommended that you target an app list to specify the apps/channels where you would like the Line to run. For CTV, if you do not supply an app list, the Line will run may be able to run on TV apps that are not strictly for streaming TV content. For example, TV Weather apps.
    • To create a custom CTV app list, go to the ‘Inventory’ tab and enter the app domains you would like to target. For example, in the Custom App List box enter ‘com.slingtv.ctv.aetv.roku’ to target the Roku A&E app. You must then add the App List to the Line.
  1. Upload Creative
    • If you do not yet have an Advertiser created for this campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
    • The Creative will need to pass the Creative Audit which may take up to 24 hours.
  1. Set up a Line Item
    • Under the Advertiser, create a Line Item following these recommendations:
    • Inventory Type: CTV
    • Platform KPIs: Reach or VCR
    • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
    • Bid Strategy: Closing CPMs are typically in the $20-40 range. However, this will vary greatly according to the caliber of the publishers and inventory being targeted. We recommend starting with bids in this range, and if you are not achieving the desired scale, continue to increase bids.
    • Allow for Cookieless Users: Enable this feature, Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
    • Foot Traffic Attribution: This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
    • Exchanges: Include the Exchanges through which you would like to purchase inventory. Under the ‘CTV/OTT’ Exchange category you will find the predominately CTV based Exchanges. It is recommended to select exchanges from this section.
    • Geo Targeting: Zip Code, DMA, State, or Country
    • App List: If you created an app list to target, associate this list to the Line as an ‘Allow’ list.
    • Device Types: Leave the Device Types set to ‘TVs’, ‘Game Consoles’ and ‘Set Top Boxes’.
    • Operating Systems: Leave all operating systems selected
    • Video Playback: Select from ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
    • Video Size: Do not select a size.
    • Viewability Threshold: NOT AVAILABLE
    • Ads.txt: NOT AVAILABLE
    • Creative: Associate a Creative that meets the OTT/CTV Specs.
    • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for CTV, but they may still limit scale.
    • Conversion Pixels: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

Overview of OTT Best Practices

OTT is defined here as TV content delivered via an internet connection that is streamed on Mobile, Desktop, and Tablets ONLY.

The following is an overview of the best practices for setting up a successful OTT campaign on the platform:

  1. Run through Deals as opposed to the Open Exchange, as this will allow for premium, fraud free placements. Deal access can be requested in the ‘Inventory’ tab, then associated to the Line under ‘Targeting’. To ensure the Line only serves through selected Deals, DO NOT ASSOCIATE ANY EXCHANGES.
  2. Do not add frequency caps. Although Frequency Capping is available for OTT lines, it is often inaccurate and will severely limit scale as many OTT publishers do not consistently pass device IDs and user IDs across platforms.
  3. Enable the ‘Allow for Cookieless Users’ box. Cookies are not consistently passed by OTT/CTV publishers, and requiring them may prevent lines from serving.
  4. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types.
  5. It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. While these audiences are intended for OTT, they may still limit scale.

How to set up OTT using Deals

  1. Selecting Deals for an OTT Campaign
    • The first step in setting up a successful OTT campaign is to select the PMPs or ‘Deals’ that the Line will target. Read more on Deal Inventory here: Open Exchange vs. Deal Inventory
    • For OTT Lines, select Deals with the Inventory Type ‘OTT’ or ‘OTT/CTV’. As a best practice we recommend selecting and targeting every Deal that fits your campaign’s needs. There is no limit to the number of Deals that can be associated to the Line and due to the premium nature of this inventory the auctions can be very competitive. Selecting many Deals will increase the ability of the Line to scale. Additionally, for content that most closely mimics a linear TV experience, we recommend focusing on Deals with the formats ‘Live’ and ‘Long Form’ as this will display your ad either during live shows or full episodes. You can also use the pre-set ‘OTT Mobile/Desktop’ Deals lists. In the ‘Inventory’ tab, request access to the Deals you would like to use. Deal access will be approved in 1-2 business days and from there the Deals can be associated with a Line Item for targeting.
  1. Upload Creative
    • If you do not yet have an Advertiser created for this campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
    • The Creative will need to pass the Creative Audit which may take up to 24 hours.
  1. Set up Line Item
    • Under the Advertiser, create a Line Item following these recommendations:
    • Inventory Type: OTT
    • Platform KPIs: Reach or VCR
    • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
    • Bid Strategy: The PMPs are real-time bidding environments with a specified price floor as defined by the publisher. This is the minimum CPM bid required to enter the auction. These auctions can be very competitive and typically PMPs will clear somewhere between 40-80% higher than the Deal Price Floor. Closing CPMs are on average in the $20-40 range. However, this will vary greatly according to the caliber of publishers and inventory selected, where the PMP falls in the publisher waterfall, the level of competition, the format (Live, Short Form etc), the time of year and more. In general, we recommend using the price floors for guidance and adding an additional 40-50% to start the bidding. If you are not achieving the desired scale, continue to increase bids.
    • Allow for Cookieless Users: Enable this feature, Cookies are not consistently passed by OTT/CTV publishers, and requiring them may prevent lines from serving.
    • Foot Traffic Attribution: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
    • Exchanges: Remove ALL Exchanges
    • Deals: Select one of the ‘OTT’ Curated Deals lists or hand select Deals with the ‘OTT’ or ‘OTT/CTV’ Inventory type that meet your needs.
    • Geo Targeting: Zip Code, DMA, State, or Country
    • Device Types: Leave the Device Types set to ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
    • Operating Systems: Leave all operating systems selected.
    • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
    • Video Size: Do not select a size.
    • Viewability Threshold: NOT AVAILABLE
    • Ads.txt: NOT AVAILABLE
    • Creative: Associate a Creative that meets the OTT/CTV Specs.
    • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. These can be found by filtering by ‘Provider’ in the Audience tab. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for OTT, but they may still limit scale.
    • Conversion Attribution: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

How to set up OTT with Exchanges

  1. Create an App List (Optional)
    • If you would like to run through the Open Exchange, it is highly recommended that you target an app list to specify the apps/channels where you would like the Line to run. For OTT, if you do not supply an app list, the Line will run on ANY mobile/desktop application and will not be restricted to streaming TV content. For example, Mobile Games, Weather apps, News apps etc.
    • To create a custom OTT app list, go to the ‘Inventory’ tab and enter the app domains you would like to target. For example, in the Custom App List box enter ‘571711580’ to target the Apple A&E app. You must then add the App List to the Line.
  1. Upload Creative
    • If you do not yet have an Advertiser created for this campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
    • The Creative will need to pass the Creative Audit which may take up to 24 hours.
  1. Set up Line Item
    • Under the Advertiser, create a Line Item following these recommendations:
    • Inventory Type: OTT
    • Platform KPIs: Reach or VCR
    • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
    • Bid Strategy: Closing CPMs are typically in the $15-25 range. However, this will vary greatly according to the caliber of the publishers and inventory being targeted. We recommend starting with bids in this range, and if you are not achieving the desired scale, continue to increase bids.
    • Allow for Cookieless Users: Enable this feature, Cookies are not consistently passed by OTT/CTV publishers, and requiring them may prevent lines from serving.
    • Foot Traffic Attribution: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
    • Exchanges: Include the Exchanges through which you would like to purchase inventory. Under the ‘CTV/OTT’ Exchange category you will find the predominately CTV based Exchanges. It is recommended to select exchanges from this section.
    • App List: If you created an app list to target, associate this list to the Line as an ‘Allow’ list.
    • Geo Targeting: Zip Code, DMA, State, or Country
    • Device Types: Leave the Device Types set to ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
    • Operating Systems: Leave all operating systems selected.
    • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
    • Video Size: Do not select a size.
    • Viewability Threshold: NOT AVAILABLE
    • Ads.txt: NOT AVAILABLE
    • Creative: Associate a Creative that meets the OTT/CTV Specs.
    • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. These can be found by filtering by ‘Provider’ in the Audience tab. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for OTT, but they may still limit scale.
    • Conversion Attribution: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

Pontiac CTV & OTT Specs

Max ad length:15 seconds or :30 seconds
File format VAST 4.0, MP4
Max file size 100 MB
Unit size 1080×1920
Min Resolution 1280×720 (sometimes notated as 720p)
Min Bit Rate 2,000 kbps
Frame Rate 24-25 or 29-30 FP
3rd party tracking1×1 tracking pixels accepted
CodecH.264

VPAID is not supported for OTT placements, and FLV, WebM and VPAID media types will not be eligible to serve on OTT inventory.

Publisher Specific CTV & OTT Specs

While Pontiac provides general specs for OTT and CTV creatives, each individual publisher may have their own requirements. It is the responsibility of the Advertiser to understand and comply with the requirements for the inventory they are attempting to buy.

Disney Specs:

The following specs apply to Disney properties including ABC, ESPN, Freeform, FXHulu, National Geographic, Disney-Hulu Cross Portfolio. While these are the general specs, it is recommended that all Creatives go through the QA process prior to launch to ensure that the meet any additional network or Deal specific requirements. For more info, see here: Buying CTV & OTT through Disney Networks

DHXP-Digital-Video-SpecsDownload

CTV & OTT Measurement and Attribution

Reporting available for OTT and CTV campaigns, includes key metrics such as Video Completion Rates, % Viewed Quartiles, and Spend per Video Complete. Reporting is also available by Deal, Device Type, and App, providing insight into where each impression was served.

While standard conversion attribution is not available for CTV and OTT due to the cookieless nature of these environments, Pontiac has developed proprietary attribution solutions that can be used to register both digital and physical conversions. Through the IP Conversion Pixel, Advertisers can attribute a website visit, online purchase or other action to a CTV campaign via the IP address of the user. Read more here: IP Conversion Pixels

Through Pontiac’s integrated Foot Traffic Report attribution, Advertisers can also measure lift in Foot Traffic at physical stores or locations from CTV or OTT campaigns. Read more here: Foot Traffic Attribution

Both attribution technologies as well as video completion rate reporting can be used to measure the effectiveness of CTV and OTT efforts on the Pontiac platform.

Buying CTV & OTT through Disney Networks

It is recommended that all Advertisers looking to run Hulu, or other Disney Networks, reach out to the Pontiac team via the Help Center as Disney has an approval process required to be eligible to run on across their Deals. All Creatives should be run through their QA process to ensure that they meet the specific specs for the Deal. We recommend a 2 week lead time to run through Disney Networks.

The following are Networks under the Disney umbrella:

  • ABC
  • ESPN
  • Freeform
  • FX
  • Hulu
  • National Geographic
  • Disney-Hulu Cross Portfolio

To get started creating a custom Deal or using an existing Pontiac-Disney deal, reach out to the Pontiac team through the Help Center and provide the following information:

  • Network of Interest (“I want to advertise on…ESPN, Hulu, DHXP, etc.”)
  • Flight Dates
  • Estimated Budget
  • Advertiser Name
  • Advertiser Landing Page URL
  • Tags/Creative Assets so we can QA ahead of launch

Creatives should meet the Disney specs listed here: Publisher Specific CTV & OTT Specs

Note that while these are the standard specs, requirements may vary between networks or by Deal, and all Creatives should be sent through the Disney QA process to ensure that they meet the required specs before launch.