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1、OTT/CTV Advertising eBookAll eyes are on OTT.Learn how to execute your OTT strategy and deliver relevant,engaging experiences to viewers worldwide.2OTT/CTV Advertising eBookIntroduction:What is OTT?OTT vs.CTVCord Cutters and Cord NeversThe Smaato AdvantageDynamic Ad Insertion(DAI)Ad PoddingAd Pod Co

2、nstructionAd Pod Exposure and Bidding Ad Pod Exposure Ad Pod Auctions Ad-Pod Header BiddingTargeting and Real Time Bidding(RTB)RulesSmaatos Programmatic-Ready Video Ad ServerOTT Audio Ads at SmaatoReportingA Note on Protecting User PrivacyConclusionAppendix:Getting Started GuidesGet Started:Publishe

3、rsGet Started:Marketers/AdvertisersTable of Contents1054391415171717191920222425302627273OTT/CTV Advertising eBookOTT,or“over-the-top advertising,”is proving to be the darling of the ad tech industry.All eyes are on OTT,and for good reason.OTT is an incredibly accessible option.From smartphones to t

4、ablets,connected TVs(CTV),and more,OTT reaches highly engaged audiences,and is making a huge splash in the ad tech world.Introduction:What is OTT?Source:1 App Annie,April 2019Over-the-top(OTT)is defined as video streaming via the internet,on any kind of device.Time spent engaging with OTT streaming

5、devices continues to increase as the world adjusts post 2020Source:Conviva report“State of Streaming Q4 2021”,November 2021.3Source:Conviva,“State of Streaming Q4 2020“,January 202105010015020016%Game Consoles44%Total19%Mobile38%Connected TV27%Desktop47%Tablet157%Smart TVConnected TV Devices-2%Deskt

6、op-12%Video Game Consoles-17%Tablet5%Smart TV37%Mobile Phone17%4OTT/CTV Advertising eBookWhile these terms are often used interchangeably,they are not one and the same.OTT(over the top)is an umbrella term that includes CTV(connected TVs).But much like how a square is a rectangle(but not all rectangl

7、es are squares),CTV cant cover all of OTT.Why?CTV just means connected TV devices,like Smart TV.Any TV that is connected to the internet counts,including streaming sticks and gaming consoles.OTT can certainly include CTV,but since OTT simply means video streaming via the internet,it is available acr

8、oss all devices,including mobile,desktop,car streaming(like Tesla audio and video,Apple CarPlay,and Android Auto),and CTV.OTT vs.CTVWorldwide,OTT is expected to generate$210 billion USD in 2026 almost double what it generated in 2020.Worldwide OTT RevenueUS Dollars,2010-2026(Billions)Source:Digital

9、TV Research,May 2021 201920102020*2021*2026*6.183.34106.48129.59210.29050100150200*Forecast5OTT/CTV Advertising eBookSo whats driving this trend?Viewers(like you).Audience behavior is driving the shift:as cord-cutters and cord-nevers lead the way from traditional TV subscriptions,advertising is evol

10、ving to reach viewers elsewhere.Audiences are also open and receptive to ad-supported video on demand(AVOD).In fact,in the US,AVOD viewers will make up nearly 60%of all digital 20234.This trend is in line with current behavior.By May of 2021,time spent watching AVOD had increased 200%from May of the

11、 previous year.While time spent with AVOD is still just behind subscription-based time spent,63%of respondents5 to a recent PwC survey said theyd be willing to sit through more advertisements if it helped lower subscription prices.Cord Cutters and Cord NeversBy 2025,OTT TV&Video Subscriptions will r

12、each 2 Billion globally,driven from traditional TV subscriptions.Thats nearly 25%of the worlds population.3Source:2”Will CTV/OTT Overshadow Linear In 2021?”by Karlene Lukovitz,December 2020,3 Juniper Research,January 2021,4eMarketer,February 2022,5PwC,“After a boom year in video streaming,what comes

13、 next?”2021,6 TVision,June 2021TV SubscribersViewers who still have a traditional cable or satellite TV subscriptionCord CuttersViewers who are dropping cable or satellite,and moving over to OTTCord NeversViewers who have always watched TV via OTT,with no cable or satellite subscriptions“Fierce comp

14、etition and the explosion in consumer engagement opportunities have made CTV the epicenter of ad sales.Next year,well see major brands radically alter their ad spend from the TV upfront in favor of more flexibility and greater investment in streaming and CTV.”Ivan MarkmanChief Business Officer at Ve

15、rizon Media2With an increase in streaming platforms and subscriptions,the demand for ad-supported video on demand is on the rise.In fact,in the US,time spent watching AVOD surged 200%YOY from May 2020 to May 2021.66OTT/CTV Advertising eBookSource:7 eMarketer,August 2020,8 iAB,December 2020Cord-Cutte

16、rsUS,2016-2025Source:eMarketer,February 2022In the US,for example,cord-cutting continues to gain traction.By 2026,eMarketer predicts that 12.9 million US households will have cut the cord thats more than 41.6%.The COVID-19 pandemic played a significant role in accelerating the shift from traditional

17、 TV subscriptions to OTT in 2020.With more strain on consumer spending,canceled sporting events,and of course,time to consume content with stay-at-home orders in place,many viewers took the opportunity to sever ties with costly cable and satellite subscriptions.As major telecommunications giants beg

18、in to cut ties with satellite providers and shift investments towards subscription video services,the cord cutting trend is expected to gain even more speed.For Example:OTT viewership was up 12%during COVID 19 in Indonesiaand expected to increase in APAC.7Average shift of budget from Linear TV to CT

19、V in 2021 21%among Digital Video Buyers.8Millions%of Population201720162018201920202022202120232024202520.227.937.151.366.478.287.095.1101.5107.420.0%25.7%30.0%33.1%35.9%37.9%39.8%2026112.941.6%14.6%11.1%8.1%7OTT/CTV Advertising eBookWhile the experimentation of television transmission dates back to

20、 the late 1800s,television and radio first became accessible and available in the 1920s.Initially,television and radio were broadcast via radio waves to TV sets and radios.Through the airwaves,it was called“over the air”(OTA)or“broadcast TV/radio.”For the most part,local broadcast networks and radio

21、 stations handled content delivery.The worlds first broadcast television station launched in 1928 out of Schenectady,NY.The 1940s brought major innovation for quality:physical,Coaxial cables to transmit the radio waves.Unsurprisingly,this was called“cable TV and Radio,”and greatly improved signal st

22、rength and picture quality for TV.Patented in the 1930s,cable television became more widely available by the 1950s.Global innovations,quality,color,and availability continued to improve.By the late 60s,almost all broadcasts were in color,and by the 1980s and 90s,satellite transmission helped expand

23、TVs reach to more rural areas while also greatly increasing the number of available channels.Small satellite dishes began cropping up on household rooftops.A Brief History:The Evolution of TelevisionSource:9 ThoughtCo,December 20208OTT/CTV Advertising eBookBy 1996,more than one billion homes worldwi

24、de had a television set.The transition to digital television began in earnest in the early 2000s.Content delivery continues to evolve,and no longer limited to television screens and radios.Its now available across all devices smartphones,tablets,TV sets,computers,even cars.Since adoption of online s

25、treaming flew over its traditional counterpart(broadcast,cable,and satellite),it earned the name“over-the-top”or OTT.Platforms we know and love like Roku,Amazon FireTV,Android TV,and AppleTV deliver this content across a variety of well-known apps like Netflix,Hulu,and Disney+.With its ease of acces

26、s,adoption has soared especially during the COVID-19 pandemic.In fact,OTT is expected to become a$194.20 billion market by 2025.10Source:10BusinessWire,November 20208OTT/CTV Advertising eBookOf course,wherever content exists,advertising follows.“Since we started using Smaatos OTT Platform our conten

27、t monetization has improved significantly,the fill is high(85-97%)!They give us the ability to control content experiences and demand sources on both the commercial break and individual commercial level,as well as allow us to sell our inventory as commercials or as pods.Smaatos solution is perfect f

28、or any type of OTT publisher,developer,broadcaster,or network!”Tony KandahFlixHouse9OTT/CTV Advertising eBookThe OTT advertising market is highly fragmented.Available platforms may offer bits and pieces of OTT advertising.They may specialize in ad podding or server-side ad insertion,or exclusively o

29、n campaign data.They may only support video,not audio.At Smaato,we see value in a holistic advertising approach.We support all solutions on a single,omnichannel platform.With centralized monetization tools,we offer our customers an opportunity to manage their cross-platform strategy all in one place

30、.With personally identifiable information(PII)and privacy at the forefront,publishers will be able to enrich their OTT ad strategy with Smaatos Customer Data Platform(CDP)for a better personalized experience while protecting user privacy.In parallel,marketers can better evaluate the performance of t

31、heir campaigns with more powerful data by reaching viewers based on what theyre watching versus who they are.Regardless of device,screen,platform,and ad size,publishers can customize the user experience,while advertisers can optimize their campaigns.And,because everything flows through one platform,

32、our reporting is unparalleled.Dynamic Ad Insertion(DAI)&Programmatic Fill for Live TVAd Pod Exposure and BiddingAd PoddingA Programmatic-Ready Video Ad ServerAd Pod ConstructionAdvanced ReportingThe Smaato AdvantageStay tuned as we dive into the value of:10OTT/CTV Advertising eBookKey Features of Sm

33、aatos OTT Solution Include:The Advantage of Pre-Stitching Ads Into Video Streaming ContentDynamic Ad Insertion(sometimes called Server-Side Ad Insertion or SSAI)is a process that involves stitching ads into video streaming content on the server,before a user even begins watching.Dynamic Ad Insertion

34、(DAI)VOD and Live App and Channel ManagementDynamic Ad Breaks with SCTE-25 handlingTimestamp,percent completion,or interval controls for setting ad breaks for VOD contentAd PlaylistsDynamic PoddingAd Pod Bidding and Pod Bidding Type controlsLinear and Non-Linear AdsIn-House Dynamic Ad Insertion/Serv

35、er-Side Ad InsertionManual PoddingDirect and House ad slots for your trailer campaignsFirst-Party Content Growth AttributionCustom Ad Playlists for Channels,Assets,or Asset GenresAbility to control whether your ads and ad breaks have required complete fill,fallback ads,companion ads,or skippabilityP

36、od Auction Type controlsReporting on app,channel/stream,playlist,ad break,ad pod,and ad slot levels11OTT/CTV Advertising eBookThere are some major advantages to pre-stitching ads into content.As the name suggests,this dynamic fill comes with a host of customizable targeting opportunities.Instead of

37、serving ads on the device while the viewer is streaming content,the DAI process preloads ads into specific video content.This provides a huge opportunity to contextually target viewers with hyper-relevant ad creative.Another advantage of DAI is that this ad stitching is not just for Video on Demand(

38、VOD)content.In fact,were able to dynamically stitch in ad pods based on SCTE marker restrictions,making DAI highly effective for Live content.Plus,for content streamed after the fact,the dynamic fill means outdated ads can be swapped out for up-to-date,relevant creative.With dynamically inserted ads

39、,publishers can deliver a customized experience depending on who is watching,and advertisers get to deliver more relevant ads,which drives better conversion.For example,during a RomCom,there may be an opportunity to include ads for dating apps,romantic getaways/travel,fragrance,and cosmetics.DAI can

40、 take it a step further,too.An ad for an energy drink,athleisure wear,or exercise equipment can be inserted following a scene of the protagonist at the gym.At Smaato,our DAI ensures that you give viewers a personalized advertising experience that is best suited for the:With our Customer Data Platfor

41、m(CDP),publishers can bring any first party data,which can then be used to deliver the most optimal,tailored viewing experience.UserUsers locationContentUsers viewing behaviorand more.Time of day12OTT/CTV Advertising eBookAdditionally,because the ads are pre-stitched into the video stream,the qualit

42、y of the ad will match the quality of the video.This eliminates both frustrating ad buffering and the jarring experience of having an ads quality greatly exceed that of the stream(or the other way around).Delivering this smoother viewer experience helps build brand equity for publishers,and gives ma

43、rketers a more responsive audience.Clearly,DAI/SSAI comes with some major advantages.So what are the cons?DAI,in and of itself,is highly effective for delivering positive viewer experiences and ad engagement.There really isnt a con here.The trouble comes in when publishers outsource DAI functionalit

44、y.Many farm out their DAI to a third party,opening the door to fraud and malicious activity.The Risk of Third Party DAI/SSAIAt Smaato,our DAI is all completed in house and with far less latency.By eliminating the middleman,we eliminate the high risk of DAI fraud.13OTT/CTV Advertising eBookWhen serve

45、r side ad insertion is handled by an external third party,how do you ensure youre actually working with a reputable service?The thing is,hackers can pose as server-side ad insertion entities.They reach out to ad servers,pretending to stitch ads on behalf of reputable,real publishers.When they send o

46、ut an ad request,they confirm that they will stitch ads into the content.Of course,they never stitch the ad in.But they do send measurement events,like impressions,back to the ad server.(In more sophisticated schemes,these fraudsters may even inject their own beacons into real ads,to generate a bigg

47、er payout for themselves with each impression event.)It looks a little something like this:The server can be tricked into delivering ads to the bad actor,and the bad actor confirms that the ads were viewed.In reality,they never were and never will be.They then pocket the money and no one is the wise

48、r.The marketers and advertisers get badly ripped off to the tune of millions.Using a third party SSAI/DAI service that sits between the publisher and the ad server creates this fertile ground for fraud.Luckily,at Smaato,we eliminate this risk.We do all of our ad stitching in house.This brings peace

49、of mind to our publishers and marketers alike.In-house ad insertion protects advertiser integrity,and delivers a brand-safe viewer experience for your audience.Plus,eliminating a third party eliminates the third party fee.Ad ServerSpoofing SSAI ServerMeasurement ServerAlong with eliminating DAI frau

50、d by completing DAI in house,we are hyper vigilant when it comes to protecting our partners.Our fraud-busting technologies work around the clock in tandem with the human touch of our dedicated Market Quality team.Bolstered by machine learning and manual analysis,we work tirelessly to stop fraudsters

51、 in their tracks.14OTT/CTV Advertising eBookVAST video ads are served as a group of sequential ads played back-to-back(just like a commercial break on TV),rather than as an individual ad.Each ad in a pod is referred to as an“ad slot.”Like DAI,this provides contextual data that can help ensure more r

52、elevant ads.Publishers can also control exactly where ad breaks fall for VOD content,whether through percent completion,time stamp,or custom intervals.Marketers get more control,too including greater visibility,better contextual alignment,and more opportunities to make it into an ad break.At Smaato,

53、we offer both creative deduplication and competitor separation.The result?Viewers enjoy a less redundant ad experience,which makes them more receptive to the message.And of course,marketers can rest assured that their ads wont run back to back with a competitors spot.This creates unprecedented contr

54、ol for publishers.All placements are not created equal,and publishers can now set a premium on certain placements within the ad pod.Ad PoddingVideo ContentMid-Roll Ad BreakVideo ContentPost-Roll Ad BreakPre-Roll Ad BreakAd1Ad2Ad3Ad1Ad2Ad3Ad1Ad2Ad3With ad podding,publishers have an opportunity to dou

55、ble or triple the value of their commercial breaks with now double or triple the number of ads,while marketers gain more opportunities to get in front of relevant audiences.Did you know?Creative Deduplication:No identical ads will run in the same pod.Competitor Separation:No two ads from the same IA

56、B category will run in the same pod.15OTT/CTV Advertising eBookWe built our platform to give publishers maximum control over their inventory and monetization strategy.We believe publishers should be able to choose exactly how they monetize their ad placements.With the Smaato platform,we make that ea

57、sy.Publishers get to choose ad slot duration for VOD content,and,for example,can pick whether they want to run two:30 spots,one:60,or four:15s,or some combination thereof.VOD publishers get complete control over how they define their ad breaks.Broadcasters get to define ad breaks for live content,an

58、d ensure consistency across platforms and streaming services.For VOD content,Ad Pods can be constructed manually or dynamically.Live content is filled dynamically,with user context top of mind.For Manual Construction,Publishers can choose the duration of the ad break and set time requirements for ea

59、ch ad slot.They get to define the experience for the viewer within the content.Ad Pod ConstructionVOD Manual ConstructionTo keep it simple,when a publisher creates a VOD channel,Smaato creates a default playlist.Publishers can edit this at any time.16OTT/CTV Advertising eBookFor Automated Constructi

60、on,publishers need only select the length of the ad break,and well fill it accordingly.We create the perfect-length ad pod for publishers based on viewer behavior,available bids,content information,and publisher specifications,so that the optimal ad pod is served to viewers downstream.For Live Conte

61、nt,broadcasters set the ad breaks,which define where ad placements will run regardless of platform or streaming service.This gives viewers a consistent experience no matter where they tune in.We fill and serve perfectly-sized dynamic pods into SCTE-35 markers.Our dynamic fill capabilities for live T

62、V match ad content to the viewers context.The result?A more personalized experience for the viewer,to help keep them tuned in.VOD Automated ConstructionAutomated Fill for Live ContentWhen a publisher creates a live channel on the Smaato platform,default ad breaks are created.Publishers can edit thes

63、e at any time.16OTT/CTV Advertising eBookScale with EaseWe offer a unique opportunity for Live TV.Unforeseen boosts in audience volume wont catch you off guard.Because our ads are filled programmatically,publishers have a chance to fill all slots,regardless of how many viewers tune in.17OTT/CTV Adve

64、rtising eBookThere are two ways to present ad pods for bidding:by pod or by slot.With per pod,marketers are exposed to the entire ad pod and the slots within it.They can bid on more than one slot in an ad pod(though with creative deduplication in place,no more than one will run in the same pod).This

65、 creates an opportunity for marketers to bid on specific placement within a pod.With per slot,on the other hand,marketers see each slot as a separate request,which means they can bid on any or all of them.Publishers who work with Smaato get to choose how they want to expose their inventory,whether p

66、er slot or per pod.When exposing a full pod,publishers get to set individual floor prices for each slot within the pod.They also get to choose how the inventory is auctioned.Our publishers are not limited to an open auction nor manual direct deals.Ad Pod Exposure and BiddingAd Pod ExposureAd Pod Auc

67、tionsWith data centers and demand around the world,Smaato provides global reach with the lowest possible latency.Publishers bring first party data into advertising strategy without reliance on PII so marketers make more impactful campaigns.17OTT/CTV Advertising eBook18OTT/CTV Advertising eBookWhethe

68、r through private exchange RTB,or programmatic direct deals like preferred or guaranteed,publishers pick how to fill their inventory.Publishers also have the freedom to choose who has access to their inventory.Open Auction RTBAll marketers on the exchange/SSP/ad network have an opportunity to bid on

69、 all available publisher inventory.This is the most traditional form of programmatic auctions.With real-time bidding,publishers can set the floor price for an ad,but the marketer demand still determines the final price,and the highest bid wins.Inventory is not guaranteed.Private ExchangeA private ex

70、change is another form of real-time bidding,but instead of being open to all marketers and all publishers,a single publisher invites a mere handful of marketers to participate.To access the auction,these hand-selected marketers will need a time-sensitive deal ID.Publishers set a floor price,and the

71、bidding starts there.As in the open auction,the highest bid wins.Inventory is not guaranteed.Preferred DealsA Preferred Deal is a private,1:1 relationship between a publisher and a marketer,offering“first dibs”on premium ad space.The publisher offers premium inventory to the marketer at a pre-negoti

72、ated fixed eCPM price.When an ad request comes through,a marketer with a preferred deal has an opportunity to bid at the pre-negotiated fixed eCPM price in real time,before the inventory heads to open auction.Inventory is not guaranteed.Guaranteed DealsWith a guaranteed buy,a publisher offers specif

73、ic,reserved inventory to a marketer at a fixed price.Publishers and marketers negotiate a price for a guaranteed volume of impressions,or flight date.This is similar to a direct sale/buy,but programmatic automation replaces the manual IO process,improving efficiency and reducing error.To learn more

74、about programmatic deals,check out our complimentary guide.We are proud of our huge array of marketer partners.We work with 95%of the 100 top ad age brands globally,as well ast 250+DSPs,and multiple SSP partners,which publishers can plug in via Prebid(OpenRTB coming soon).We make it simple for marke

75、ters,too.Weve replaced the complex ad-buying process with simple controls and automation to help marketers extend their reach.Prebid also offers marketers a transparent way to access additional supply and inventory across the OTT landscape.19OTT/CTV Advertising eBookIn addition to flexibility when i

76、t comes to auctioning your inventory,make sure you select a platform that allows you to set specific targeting parameters.This helps to appropriately price your inventory,and to boost eCPMs,configure deals,A/B test,set who sees ads,and ensure the right advertising content and length for separate aud

77、iences.Look for solutions that all you to specify:Traffic Allocation:Publishers should be able to configure their share of voice.Choose to what percent of traffic these rules apply.Date Targeting:Select a date or date range(for example,December 1-31).Day Targeting:Opt in to specific days or day rang

78、es(such as every Tuesday and Thursday,or Weekdays only,or Sunday,Monday,and Tuesday,and so on).Time Targeting:Pick a time slot or a range(like,daily at noon,or 7:00-9:00 AM).Floor Price(for targeted eCPM):Set a minimum floor price you want demand sources to bid above,or an average eCPM you want bid

79、prices to average out to for an increased amount of valid bids.Inventory Targeting:Choose parameters like by pod or slot position.The result?You can end up with intense granularity,such as the second slot of every other pod on Thursday mornings,7:00-9:00 AM in December,with a targeted eCPM of$12.The

80、se controls enable publishers to better price their inventory,and to set up auction rules for each of these targeting cases.At Smaato,we offer all levels of targeting and RTB rules to give our publishers complete control over their OTT/CTV monetization strategy.These rules and targeting parameters c

81、an be applied to all line items(including on Smaato Exchange/Open Market,for Preferred Deals,Direct/House deals,Third Party VAST tags/Network Line Items,and for Header Bidding Solutions like Prebid and Unified Bidding).Targeting and Real Time Bidding(RTB)RulesAll of the functionality we offer for ad

82、 pod bidding is available for header bidding,as well.An auction occurs via our Prebid Server Video Adapter+Prebid AdPod Module before the auction with Smaatos demand.Publishers can further increase their availability to buyers and empower their monetization with access to multiple bidders.This can h

83、elp boost fill,increase eCPMs,and drive revenue.Ad-Pod Header Bidding20OTT/CTV Advertising eBookWhen we say that were an omnichannel platform that can serve all ad formats,we actually mean it.We can serve display,native,non-instream video,instream OTT/CTV,and audio,and ads for all types of publisher

84、s.Whether you are a gaming or non-gaming app developer,broadcaster,Smart TV manufacturer,vMVPD,streaming platform(both AVOD or live),or SVOD hybrid streaming platform,our platform can serve ads so you can monetize your inventory.And if you are a marketer,your campaign can run on any device,and in an

85、y environment,including mobile in-app,mobile web,desktop,in-app CTV,and OTT,to name a few.Smaatos Programmatic-Ready Video Ad Server“We are probably the fastest growing OTT in the market today with over 500 channels from all over the world.It is not easy to keep up with us and our needs and we know

86、it,but Smaato understands exactly how to help us scale.With hard work and excellent customer service,they anticipate all our needs.”Ramon GonzalezVIVA Entertainment Group,Inc.These ads can be served in a variety of ways,depending on ad format:VAST(Video Ad Serving Template)is the IAB-created standar

87、d for how all video ads are served.VAST determines what is being served,and it describes the video ad content.VAST can consist of just a single video ad(Instream or Outstream).For OTT,VAST ads are instream only.With instream,VAST can also consist of a group of sequenced video ads that play back-to-b

88、ack,like a commercial break on TV.If you serve VAST ads,you can serve one or more standard,non-interactive ads.VAST21OTT/CTV Advertising eBookVPAID(Video Player-Ad Interface Definition)is the IAB-created standard for how all interactive video ads are served.Essentially,its VAST with interactive capa

89、bilities.For example,shoppable video ads or video surveys.VPAID determines the“what”behind the interactive elements of a VAST,for both Instream and Outstream.VPAID can even be podded,creating a back-to-back,immersive experience for viewers.Note:because VPAID ads are hyper-interactive,these ads wont

90、work in a dynamic ad insertion environment for neither VOD nor live.If you serve VPAID ads,you can serve one or more interactive ads.VPAIDDid you know?Instream refers to ads that play inside of video content or“stream.”These ads are usually served as ad breaks,since they resemble traditional TV comm

91、ercials.Outstream refers to ads that play outside of the video content stream.These are usually served as video ad placements,since they are placed in feeds or in between paragraphs within an article.Smaato supports both linear and non-linear instream ad pods,so publishers can choose to serve ads as

92、 a commercial(linear)or as an overlay on top of video content(non-linear).Non-Linear(Overlay)Linear(Commercial)ContentSlot#1Ad PodSlot#2ContentContentContentContentContentContentSlot#1Ad PodSlot#2Slot#222OTT/CTV Advertising eBookVMAP(Video Multiple Ad Playlist)is the IAB-created standard for when al

93、l video ads are served within a piece of video content(Instream only).VMAP determines the when and where video ads are served.Inside of a VMAP,publishers define an ad break,which can be before the video(pre-roll,limited to one),during the video(mid-roll,can be multiple),or after the video(post-roll,

94、limited to one).We also empower publishers to choose when the ad breaks should occur,whether as set intervals throughout,by timestamp,or by percentage completion.VMAP is all about defining when the ad break occurs,regardless of whether or not the ad content is interactive.Stream refers to ads that h

95、ave been stitched into existing content(using DAI and SSAI,covered on page 13).These ads are now a part of the stream itself.The two most common streaming protocols today are HTTP Live Streaming(HLS)or Dynamic Adaptive Streaming over HTTP(DASH).While they differ in file format,they are alike in that

96、 they both contain various versions in different resolutions so that media players can play a quality of ad content that matches the strength of the users internet connection.This helps match ad quality with video quality for a smoother viewing experience.VMAPStreamLike OTT video,OTT audio simply re

97、fers to audio(including podcasts)that streams via the internet.This can be for live content,like AM/FM radio streaming websites,or on demand,with apps like Spotify or Pandora,or podcasts.OTT Audio Ads at SmaatoAll of the features available for video on the Smaato OTT platformare available for audio,

98、too.22OTT/CTV Advertising eBook23OTT/CTV Advertising eBookJust as radio monetized the airwaves with commercial breaks,OTT offers a major opportunity to help monetize internet-streaming audio,outside of simply using companion banners on streaming websites or charging listeners for costly monthly subs

99、criptions.Ad-supported audio continues to gain major popularity.Everything that is available for video on the Smaato OTT platform is available for audio,too,including ad podding and server-side ad insertion(SSAI)/dynamic ad insertion(DAI).SSAI for Audio Ads:Just like with video,pre-stitching ad pods

100、 into audio content allows for a smoother,more seamless listening experience,and provides an opportunity for hyper-relevant content placements based on audio context.Much like a commercial break on the radio,SSAI helps ensure that there is no buffering,and that longer auditory experiences arent inte

101、rrupted by jarring audio quality during an ad break.There are very few platforms that are able to handle in-house audio ad insertion;we are proud to be one of them.Audio Ad Podding:Audio ad podding is a simple and profitable way for publishers to monetize their ad breaks.This is especially useful fo

102、r publishers who have long-form audio content,high-definition audio experiences,and instream audio.Simply put,Audio Ad Podding allows for more ads in a given ad break.This gives marketers an opportunity to reach more listeners,while letting publishers double or even quadruple the valuation of their

103、ad breaks.According to eMarketer,podcast ad spending in the US will surpass$1 Billionin 2021,and$2.5 Billionin 2025.Ad Pod/Slot Bidding:Publishers who work with Smaato get to choose how they want to expose their inventory,whether per slot or per pod.Sound familiar?This is the same as for video inven

104、tory placements.Publishers can set individual floor prices for each audio ad slot within a pod,and can also select how to auction the audio ad pod from a variety of programmatic options.As major players like Amazon continue to expand their digital audio footprint,we expect the audio trend to continu

105、e to soar.Weve built our OTT platform to support audio monetization,and to help marketers reach listeners around the world.24OTT/CTV Advertising eBookSmaato delivers reporting granularity that drills deeper than what OTT video has seen so far from the video content source all the way down to the imp

106、ression.Our platform has advanced reporting features on channels,video assets,ad playlists,ad pods,and ad slots,giving you the information you need to make smarter decisions more quickly,and optimize your inventory.Plus,youll get insights into the KPIs that matter to you.Publishers get granular repo

107、rting on KPIs like revenue,requests,fill rate,impressions,eCPMs,and clicks,across all of their applications,channels(both VOD and live),and VOD assets created within the OTT platform.ReportingTo measure reach,complete rate,CTR,frequency,and much more,publishers and marketers have access to Smaatos a

108、dvanced business intelligence and data visualization platform,called Smaato Intelligence.This is available to publishers as RTB Insights,and to marketers as SDX Reporting.24OTT/CTV Advertising eBook25OTT/CTV Advertising eBookMarketers enjoy granular insights into KPIs like viewability,spend allocati

109、on,reach,frequency,and attribution.Plus,we include allocative reporting for cross-channel buys,so you can see campaign performance across devices.With our SDK,publishers and marketers also gain additional measurement capability:we offer Open Measurement right out of the box.We provide the robust aud

110、ience insights advertisers deserve to help optimize their campaigns.From device,operating system,streaming platform,asset,asset genre,and more,we offer deep reporting capabilities for our partners.We are passionate about protecting user privacy while delivering a positive,personalized viewer experie

111、nce.Through our platform,publishers will be able to enrich their OTT ad strategy with Smaatos Customer Data Platform(CDP)for a better personalized experience while protecting user privacy.Marketers can better optimize campaign performance by reaching viewers based on what theyre watching versus who

112、they are.Built with TCF v2 in mind,our CDP puts control back into the hands of publishers when it comes to managing first and third party data.Publishers can bring their own first party data and can manage first party data within the platform.This means they can move away from Big Tech walled garden

113、s,and create their own using authenticated user data.Publishers can then also choose which first and third party data to include in the bid request,giving marketers greater transparency when it comes to impressions.By creating their own walled gardens within the Smaato Platform,publishers can manage

114、 all user data in one place,and gain invaluable insights from marketers,as well.This data management also helps create audience segments for privacy-compliant targeting opportunities.These capabilities allow both publishers and marketers to focus on getting the right ad,at the right time,and to the

115、right audience to deliver positive experiences.A Note on Protecting User Privacy26OTT/CTV Advertising eBookThe OTT opportunity continues to grow for publishers and marketers alike.As the landscape shifts to a cord-free world,we are excited to support our partners in delivering relevant,positive view

116、er experiences to audiences around the world.Smaatos holistic platform gives publishers control over building experiences for viewers,and better empowers their monetization opportunities.Publishers get more flexibility and control across all streaming devices,whether live or VOD,including desktop,mo

117、bile web,CTV,and in-app.We make it easy for marketers to deliver relevant ad creative to receptive audiences,regardless of device or screen format.ConclusionPay TV vs.Non-Pay TV HouseholdsUS,2017-2025(Millions)Source:eMarketer,September 2020201732.037.344.650.354.459.063.367.972.2Pay TV HouseholdsNo

118、n-pay TV Households60.363.466.670.274.078.284.090.394.320182019202020212022202320242025Want to learn more?Were here to answer any questions you have,OTT or otherwise.Get in touch.Thats not all,folks.Stay tuned below to see how you can get started serving commercial breaks.Questions?27OTT/CTV Adverti

119、sing eBookWe offer unparalleled controls for our publishers,so they can monetize with ease.Smaatos OTT solution makes it simple for publishers to start monetizing their OTT inventory.And,its free to use.We give publishers the controls they need to create optimal viewer experiences.Whether you are a

120、VOD or a Live publisher,we provide:A fully-integrated experience to manage an monetize in-stream inventory(both VOD and Live)Direct and programmatic bid support Granular reporting that delivers insights from channel to ad slotGain the advantage of having dynamic ad insertion,ad serving,and programma

121、tic bidding all in one place.Ready to get started?Its simple.In just three steps,you can begin monetizing your OTT inventory.Step One:Sign-in&Register your appAppendix:Get Started GuidesGetting Started:PublishersThree Simple Steps28OTT/CTV Advertising eBookStep Two:Create ChannelStep Three:Integrate

122、 and start sending requests Below are some sample URLs that publishers give to video/audio players to play ads:VAST Tag(Single Ads or Ad Pod,Client-side Ad Insertion):https:/ Tag(Schedule Pre,Mid,or Post-Roll Ad Breaks,Client-side Ad Insertion):https:/ Advertising eBookSSAI Tag(Stream Tag):https:/ i

123、t!30OTT/CTV Advertising eBookMarketers enjoy contextual targeting opportunities and highly engaged audiences,plus frequency capping and competitor separation to ensure a positive brand reception.Getting started is simple.The short answer?Simply begin bidding on OTT inventory,the way you would any ot

124、her.To support per-slot bidding,no action is needed from marketers:you can simply respond to video bid requests.We do recommend that you support Ad Podding.To accept per-pod bid requests when an entire ad pod is exposed,you need to support multiple impressions in the bid request.DSPs will need to ad

125、just the bidding algorithm so it can read multiple impression objects.Youll also want to ensure that your algorithm can read sequenced video objects within those impression objects,which represent slots in a pod.That way,youll be able to know the order of where the slot falls within the pod,and unde

126、rstand the corresponding valuation based on placement.Heres a sample podded bid request as an example:“id”:“edfd3366-654d-47f7-afe2-5a0219bf3ce1”,“imp”:“id”:“17347_1”,“video”:“mimes”:“application/x-mpegURL”,“video/mp4”,“video/H264”,“minduration”:6,“maxduration”:90,“protocols”:1,2,3,4,5,6,7,8 ,“w”:19

127、20,“h”:1080,“startdelay”:0,“placement”:1,“linearity”:1,“sequence”:1,“minbitrate”:240,“maxbitrate”:30000,“playbackmethod”:1Getting Started:Marketers31OTT/CTV Advertising eBook ,“delivery”:1,2 ,“tagid”:“131177440”,“bidfloor”:9,“secure”:1,“id”:“17347_1”,“video”:“mimes”:“application/x-mpegURL”,“video/mp

128、4”,“video/H264”,“minduration”:6,“maxduration”:90,“protocols”:1,2,3,4,5,6,7,8 ,“w”:1920,“h”:1080,“startdelay”:0,“placement”:1,“linearity”:1,“sequence”:2,“minbitrate”:240,“maxbitrate”:30000,“playbackmethod”:1 ,“delivery”:1,2 ,“tagid”:“131177440”,“bidfloor”:9,“secure”:1,“app/site”:“id”:“xxxxx”,“name”:“

129、xxxxx”,“bundle”:“xxxxx”,“domain”:“xxxxx”,“cat”:“IAB1-7”,“pagecat”:“IAB1-7”,“publisher”:“id”:“1100047232”,“content”:“id”:“xxxxx”,32OTT/CTV Advertising eBook “genre”:“PV”,“episode”:123,“title”:“xxxxx”,“series”:“xxxxx”,“season”:“xxxxx”,“producer”:“name”:“xxxxx”,“proq”:1,“cat”:“IAB1-7”,“livestream”:1,“s

130、ourcerelationship”:0,“len”:36500 ,“device”:“ua”:“Mozilla/5.0(Linux;Android 10;SM-G975U Build/QP1A.190711.020;wv)AppleWebKit/537.36(KHTML,like Gecko)Version/4.0 Mobile Safari/537.36”,“geo”:“type”:2,“country”:“USA”,“region”:“GA”,“metro”:“524”,“city”:“Smyrna”,“zip”:“30080”,“dnt”:0,“lmt”:0,“ip”:“107.198

131、.43.84”,“devicetype”:4,“make”:“Samsung”,“model”:“SM-G975U”,“os”:“Android”,“osv”:“10”,“ifa”:“0e9bdc1d-4bf8-4bd2-8bcf-cd2b4c179a04”,“ext”:“ifa_type”:“aaid”,“user”:“ext”:“us_privacy”:“1YNY”,“at”:1,“tmax”:850,“source”:“tid”:“48c23d35-df18-4ae7-a417-02811d71ffd8”,“regs”:“ext”:“gdpr”:0,“us_privacy”:“1YNY”

132、33OTT/CTV Advertising eBookIf you want to bid on more than one slot(whether in the per-pod or per-slot example),you will need to support multiple bids.That way,you can buy more than one ad slot in a single pod(as long as they are different pieces of creative and from differing IAB categories).When t

133、he algorithm understands what the pod looks like based on the above two items,it can then decide to return 1-n bids(n being the number of slots in an ad pod).With that in mind,here is an example of a bid response with one bid:“id”:“Bid Request id”,“seatbid”:“bid”:“id”:“Bid Request imp0.id”,“impid”:“

134、Bid Request imp0.id”,“price”:25,“adm”:“”,“cid”:“itfc3t2”,“crid”:“wucw2j9k”,“adomain”:“buyer1”,“dealid”:null,“cat”:“IAB10”,“IAB10-9”,“seat”:“some seat id”,“cur”:“USD”And heres what it looks like with multiple bids:“id”:“Bid Request id”,“seatbid”:“bid”:“id”:“Bid Request imp0.id”,“impid”:“Bid Request i

135、mp0.id”,“price”:25,“adm”:“”,“cid”:“itfc3t2”,“crid”:“wucw2j9k”,“adomain”:“buyer1”,“dealid”:null,“cat”:“IAB10”,“IAB10-9”,“id”:“Bid Request imp1.id”,34OTT/CTV Advertising eBook “impid”:“Bid Request imp1.id”,“price”:25,“adm”:“”,“cid”:“itfc3t2”,“crid”:“wucw2j9k”,“adomain”:“buyer2”,“dealid”:null,“cat”:“IA

136、B10”,“IAB10-9”,“id”:“Bid Request imp2.id”,“impid”:“Bid Request imp2.id”,“price”:25,“adm”:“”,“cid”:“itfc3t2”,“crid”:“wucw2j9k”,“adomain”:“buyer1”,“dealid”:null,“cat”:“IAB10”,“IAB10-9”,“seat”:“some seat id”,“cur”:“USD”Smaatos digital ad tech platform is a completely omnichannel,self-serve monetization

137、 solution and ad server.Our controls make monetization simple.Publishers can bring their first-party data and manage all inventory in one place.Marketers get access to the highest-quality inventory so they can reach audiences around the world and on any device.Smaato is headquartered in San Francisco,with additional offices in Hamburg,New York,Beijing,and Singapore.Learn more at .Version:May,2022