How to set up OTT with Exchanges
- 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.
- 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.
- 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