The accelerating shift towards Connected TV (CTV) and Over-the-Top (OTT) platforms represents a dynamic transformation in the AdTech industry. With this shift, a myriad of technical challenges have arisen that Ad Operations teams need to navigate. This article aims to shed light on these complexities, from the menace of low fill rates and VAST errors to the hurdles of Server-Side Ad Insertion (SSAI) and AdPodding.
## Understanding and Overcoming Low Fill Rates in CTV
The fill rate, calculated by dividing the number of served ads by the number of requested ads, is a crucial KPI for publishers. In the CTV ecosystem, however, maintaining high fill rates is a complex challenge. Unlike in the Display or Search advertising space, CTV inventory can face low fill rates due to several factors. This can range from the lack of advertisers targeting a specific audience, and mismatched ad formats, to problems with bid responses.
Ad Operations teams can counter this by implementing a multi-DSP strategy, expanding the pool of potential advertisers. Leveraging Data Management Platforms (DMPs) to refine audience segmentation and employing Supply-Side Platforms (SSPs) that excel in CTV could further augment the fill rate.
## VAST Errors: A Recurring Nightmare
The Video Ad Serving Template (VAST) is the cornerstone of video advertising, including CTV. However, VAST errors can severely disrupt ad delivery. These errors can stem from various sources, such as issues with the VAST tag, video player, or even the ad server itself.
Employing comprehensive VAST validation tools can be beneficial in detecting and correcting these errors. Regular audits of the VAST tags and updates to the video player can also minimize the occurrence of these errors.
## Navigating the SSAI Maze
Server-Side Ad Insertion (SSAI) presents a seamless ad viewing experience, merging content and ads into a single stream. While SSAI has been a boon for CTV advertising, it's not without its hurdles. Problems can arise in tracking user impressions due to the absence of client-side communication.
To overcome this, integrating with SSAI-friendly tech vendors is crucial. This ensures seamless communication with the ad server and proper recording of impressions. Implementing the Interactive Advertising Bureau's (IAB) VAST 4.0 can also aid in combating SSAI challenges, as it introduces support for server-side ad measurement.
## AdPodding Challenges in CTV
AdPods allow multiple ads to be served in a row during a single ad break. However, managing these AdPods presents its own set of challenges. These range from maintaining competitive separation to ensuring ad diversity.
By utilizing intelligent ad server algorithms, ad ops teams can better manage AdPodding. Such algorithms can automate the process of sequencing and diversifying ads, maintaining competitive separation, and maximizing viewer engagement.
In the rapidly evolving landscape of CTV advertising, these challenges present both obstacles and opportunities. By understanding and addressing these issues, Ad Operations teams can optimize their CTV ad performance and drive higher revenues. At Boostify, we're committed to navigating these technicalities, providing robust solutions that enhance monetization in the CTV space.
Our suite of products, including ad-server and header bidding wrapper, address these challenges head-on. Harnessing the power of advanced AdTech, we help publishers overcome technical hurdles and unlock their full revenue potential in the CTV ecosystem.