OpenRTB 2.6 Dynamic Ad Podding for Connected TV

                                                                                                  Ad Podding

OpenRTB 2.6

Since our adoption of OpenRTB 2.6 updates we explore what these mean for providers on both the buy and sell sides of CTV, to help improve how connected TV inventory is transacted will be instrumental in scaling CTVs bright future. When planning your next CTV campaign, it's worth asking your partners whether their publishers have plans to implement these changes.

Early Adoption

Bringing elements of traditional TV to programmatic media buying and selling, ad pods bridge the gap between disparate viewing environments and help to deliver optimal ad experiences for CTV viewers. The consensus is to keep loads to a minimum for higher premiums on attention with averages of 5 minutes per hour against a linear threshold of 7 minutes rates vary.

Dynamic Ad Pods

Dynamic Pod bidding signals are an important feature of the oRTB 2.6 spec that allow key information about the pod and its impression opportunities to be shared among media buyers and sellers. This, for example, includes the sequence of ad impressions, total pod length, maximum number of ads within the pod.

Avoid Duplication

We know that ad loads do have a material impact on viewer attention in CTV as it has in linear. Furthermore, there is a slight uptick in people paying attention again for the last-in-pod position. This suggests that the attention of CTV viewers, who can more easily track the timing of the ad breaks when the ad pod ends. 

Unified Partners

oRTB 2.6 enables publishers to set CPM charged per second floors, and advertisers would have fewer concerns about their ad appearing multiple times in the same pod. There is also more flexibility for specifying which ad appears first within the pod and targeting.

Ultimate Scale

Ad podding brings structure and insights to inform marketers’ CTV buying strategies. It represents an important move toward simulating a live TV ad experience for programmatic buyers. Furthermore, ad podding comes with additional contextual targeting opportunities, while also offering greater opportunities to appear in a given ad break.

Industry Standards

In the meantime, we encourage all media owners, buyers, and technology provider members to adopt OpenRTB 2.6. If you are interested in ad insertion, do check out our articles on CSAI vs. SSAI, VPAID and VAST for creatives. To learn more about ad pods and how they unify and scale the CTV ecosystem visit our website.