Over-the-top (OTT) FAQ

How can I activate my data in OTT platforms?
Data collected from OTT platforms currently can only be activated with FreeWheel via our S2S integration.

Ad targeting in these app environments will be supported by our S2S integration with DFP audience in a future release. In general, this would work for any execution partner where we have in place a S2S integration and if the partner accepts OTT device IDs for ingestion. No user-matching is required because OTT devices leverage the same persistent device ID.

Can Salesforce Audience Studio collect data from OTT devices?
Yes, if you have an app available on the OTT device, Salesforce Audience Studio can collect data from OTT devices through the following methods:

  • API
  • 1st Party Import from App Logs
  • 1st Party Import from 3rd Party Source

Each of the methods are described below:

API: The Salesforce Audience Studio SDK applies only to iOS and Android devices. OTT devices, like AppleTV, Roku, X-Box, and others, leverage our HTTP API for data collection. We provide a technical spec for the app developers using those platforms and code is written to call Salesforce Audience Studio’s API and User Data Service (like our SDK does). The main difference here is that, in these apps, the code-base/structure is not as pre-defined as it is for iOS and Android SDK’s, so we have to walk dev teams through the process for calling our API with the appropriate inbound/outbound requests. (This is the only approach where the Salesforce Audience Studio code is “live” in the app and interacting with the Audience Studio in real-time.) Today, we are using this approach on the following platforms: Apple TV, Roku, Amazon Fire, Android TV, and Xbox One.

1st Party Import from App Logs: If the logs from these apps contain the required data (unique ID’s for user identification and behavioral/engagement data), we can ingest the raw logs and make it available for segment building. Please note that if the format of the logs differs significantly from our standard 1st Party import format, we will not be able to ingest the OTT data into Audience Studio.

1st Party Import from 3rd Party Source: If there is another analytics partner live on the app such as Adobe Analytics, we can import from Adobe with the required user and page attributes. This import must be built to our standard 1st Party import format if it is to be ingested into Audience Studio.

PLEASE NOTE: For either of the 3 above methods, the OTT device IDs must be sent in a "prefix" format to help us distinguish from which OTT platform the device ID came from. 

These are the current OTT prefix formats we accept:

ott:rida:<OTTID> for Roku
ott:aaid:<OTTID> for Android TV
ott:idfa:<OTTID> for Apple TV
ott:afai:<OTTID> for Amazon Fire
ott:msai:<OTTID> for Microsoft

<OTTID> should be replaced with the OTT device ID of the user.

NOTE: The colons in the OTT prefix must stay as is - please do not encode them when sending to our pixels.


Important: First party consent is required for OTT devices that are imported into the system. The OTT prefix should be passed via the KUID parameter. See Consumer Rights Management for more information.

Can Salesforce Audience Studio support both ad-based and subscriber-based OTT models?
Yes, Salesforce Audience Studio can support data collection off either of the above OTT app models. Salesforce Audience Studio has extensive experience with clients opting for a subscriber based OTT model, as well as experience with clients opting for an ad-supported model with OTT inventory. 

Please consult with your Client Partner to discuss further.

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