OTT Activation

Background

Currently much of the connected TV/OTT inventory that’s available programmatically must be accessed direct, from either connected TV device manufacturers or the OTT providers themselves. Ninety-percent-plus of that inventory is being transacted in private marketplaces and programmatic direct scenarios, or traditional direct-sold methodologies. Hence majority of OTT ad inventory is made available by the following:-

  1. OTT platforms. For example, Roku offers Ad inventory on its home screen, free movie channel and 30% inventory it acquires from the apps on its platform.
  2. Apps on OTT platforms. There has been an uptick in skinny bundles. The rise of skinny bundles means there is a good amount of Ad inventory available. For example: DirecTV and Sling offer skinny bundles.
  3. Aggregators. For example, Tradedesk aggregates inventory from all major apps and OTT devices.
  4. Premium broadcasters.

OTT Ad Targeting is evolving rapidly. Several major customers across different segments of the OTT ecosystem have indicated interest in driving advertising innovation with select Brands. 

 

Use Cases, Capabilities

  1. Salesforce Audience Studio can recognize and distinguish IDs required for advertising in OTT environments. For example, we need to recognize and distinguish IDs from Roku, Apple TV, Amazon Fire and others. 
  2. Publisher Targeting in owned & operated Apps on OTT platforms using OTT ids. For example OTT apps want to target by sending segments with OTT ids to video Ad server such as FreeWheel.
  3. Publisher / Aggregator Targeting in O&O Inventory Cross-Platform. For example, OTT apps want to send segments keyed of First party ID to video Ad server such as SpotX for cross-platform targeting.
  4. Build user match tables with Roku.
  5. Advertiser activation into OTT inventory. For example Retailers want to target its affluent purchasers on Roku home page.

What we support today

We support use case #1 and use case #2. 

  • We can recognize and distinguish IDs from various OTT device makers. We need the customers to share the KUID data in the following format.

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

<OTTID> represents the OTT id of the platform.

  • We can onboard the segments with OTT ids to FreeWheel. 

What we would support in future releases

  • Support Onboarding audiences with OTT ids to SpotX and DFP.
  • Publisher / Aggregator targeting in O&O inventory using First party ids. 
  • Build User match tables with Roku.
  • Advertiser activation into OTT inventory.

How It Works

Data In

  • Customers need to prefix OTT ids with ott:<OTT device label>:. The device labels supported are:- RIDA for Roku. afai for Amazon fire, msai Microsoft xbox, idfa for Apple TV and aaid for Android TV devices.
  • Share the KUID data in the following format:-

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

  • Send the OTT data using Data file imports or invoke an HTTP API call.
  • Provide consent through the API call or file based import.

Data Out

We can onboard audience segments with OTT ids to Freewheel for activation.   

FAQs

Would the OTT ids be used for CDIM?

No, CDIM needs to enhanced to use data coming into Audience Studio using Data file imports.

Which Partners support OTT Activation? 

Freewheel only.

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