CTV Ad Server / connected TV ad server is a software platform that enables advertisers and publishers to deliver video ads to TVs that have the ability to connect to the internet. These are usually called smart TVs, but they can also include devices such as streaming sticks, gaming consoles, or set-top boxes. A connected TV ad server allows advertisers and publishers to manage, measure, and optimize their ad campaigns across different connected TV platforms and services.
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A connected TV ad server has several functions that are essential for effective and efficient ad delivery. Some of the major functions are:
• CTV Ad insertion: This function involves inserting ads into the video content that is streamed to the connected TV. There are two main methods of ad insertion: client-side ad insertion (CSAI) and server-side ad insertion (SSAI). CSAI either preloads the ads into the video player of the connected TV device or sends out an ad request to a third-party ad server from the video player. SSAI stitches the ads into the video content on the server side before sending it to the connected TV device. SSAI has some advantages over CSAI, such as reducing latency, improving user experience, and preventing ad blocking.
• CTV Ad targeting: This function involves selecting and delivering FAST ads that are relevant and personalized to the connected TV viewers. Ad targeting can use various criteria, such as geographic location, device type, content genre, viewing behaviour, or audience data. Ad targeting can also use first-party or third-party data sources to segment and reach the desired audiences.
• CTV Ad measurement: This function involves tracking and reporting the performance and outcomes of the ad campaigns. Ad measurement can use various metrics, such as impressions, clicks, conversions, viewability, completion rate, or reach. Ad measurement can also use industry standards, such as VAST (Video Ad Serving Template) or VPAID (Video Player-Ad Interface Definition), to ensure compatibility and accuracy.
• CTV Ad optimization: This function involves adjusting and improving the ad campaigns based on the ad measurement results. Ad optimization can use various strategies, such as frequency capping, competitive separation, dynamic pricing, or real-time bidding. Ad optimization can also use artificial intelligence or machine learning to automate and enhance the decision-making process.
A connected TV ad server is a vital tool for advertisers and publishers who want to leverage the growing popularity and potential of connected TV. A connected TV ad server can help them deliver high-quality and engaging video ads to their target audiences and achieve their marketing goals
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