Feeling Super with SpringServe

Feature Additions

Third Party Pixels

We have expanded our support for third party pixels on your SpringServe demand tags to include additional events and JS pixels.

You can now add pixels for quartiles and clicks in addition to impressions. When you click + New Event Pixel, a dropdown will appear where you can select when the pixel will be fired.

We have also added the option to fire a JavaScript pixel on a selected event. Make your selection to the right of the Event dropdown.

As before, multiple pixels may be attached to a demand tag; they do not need to be added in order of events. A pixel may only be associated to one event per demand tag; i.e., the same pixel cannot be fired on multiple events. To remove a pixel, click the red button next to the pixel url text box.

Supply Partner Targeting

We have added the ability to add targeting to the supply partner level in addition to the supply tag level. On the new Targeting tab of a supply partner, you can target domain lists and countries; supply partner caps can also be set based on requests or impressions.

Requests to supply tags must meet all targeting on both the partner and the tag level. For example, say you have a white list on your supply partner containing these domains: catwoman.com, alfred.com, robin.com. On a supply tag, you have a black list containing catwoman.com. Requests from catwoman.com will be blocked, even though the domain is on the partner’s white list. Requests from alfred.com will pass targeting, because this domain is on the partner’s white list and not on the tag’s black list.

When Supply Tag Capping is enabled, requests over your limit will be blocked and therefore not be counted as Billable Requests. This feature gives you control over how much traffic is sent by a given Supply Partner.

Core Improvements


You can now set the environment on both supply and demand tags, whether they are managed or DC tags. This change will allow you to more easily align your supply and demand properly.

On managed supply tags, setting the environment will update the type of VPAID that is enabled. You can see the VPAID Enabled field by clicking “advanced” below the environment selection.

VPAID Enabled can be edited in this pillbox if desired. Note that environment on managed supply tags is a label and your supply partners are responsible for sending the specified inventory.

On DC supply tags, setting the environment is done in the same way as managed supply tags. Because the DC call chains are executed completely within SpringServe, we can track the environment of the managed supply tag that is selling to a DC supply tag. A DC supply tag will only buy from a managed tag of the same environment.

If you want to use a single DC tag for trafficking multiple environments, you also have that option: select Any from the environment pillbox. Note that any DC supply tag that was created before the release of environment for DC tags will target Any environment. We recommend updating the environment for these tags based on desired inventory.

On DC demand tags, the environment is controlled by your DC demand partner. The environment that has been set on the corresponding DC supply tag will be displayed in the Connected Targeting section of the DC demand tag’s Settings tab. Note that if the environment is Any on the DC supply tag, the environment will not be shown.

On managed demand tags, environment is a label and does not affect how the demand serves. Labeling your demand tags makes it easier to properly align your supply and demand.

Frequency Capping Method

We have expanded frequency capping for better support in in-app and CTV environments. When frequency capping is enabled, the method is selected based upon the demand tag’s environment. Demand partners, campaigns and tags with desktop or mobile web environments default to Cookie Only. In-app and CTV demand tags will default to IP Only method.

Note that using the IP method will result in a more conservative frequency cap, as it counts users based on IP address rather than a unique ID. For example, if multiple users are connected to a wireless network, they will be counted as a single user. We are in the process of further improving our frequency capping methods to avoid this issue.

UI Improvements

Header Bidding

We continue to make improvements to Header Bidding through BroadFall. You now see both the RPM and floor rate in the waterfall tab. The floor rate is shown in parentheses after the actual RPM in the Rate column. In the example below, the actual RPM is $8.37 and the floor rate is $7.48. For rev-share and dynamically priced supply tags, Header Bidding tags with dynamic floors have a floor rate of $0.01.

Additional Filters

In addition to expanding functionality for environments in SpringServe, we have increased the number of filters available in the add supply and add demand modals. You can now filter by tags that have pre-bid or post-imp enabled (noted in red in the screenshot below). If your account is enabled for OpenRTB selling, OpenRTB now appears as an option in the Demand Tag Type filter (noted in blue in the screenshot below).

Deletion Consequences

You now have the ability to delete campaigns. In the past, you would need to deactivate a campaign in order for it to be hidden from the default view. Deleting campaigns will result in the deletion of the associated demand tags. A confirmation will appear upon campaign deletion.

You have always been able to delete a demand partner in SpringServe. Previously, associated demand tags would be reassigned to the Default Demand Partner when their parent partner was deleted. Now, you will see a confirmation message informing you that all of the partner’s campaigns and demand tags will also be deleted.

When deleting objects in SpringServe, do so with care, as this action cannot be undone.

Bulk Actions Updates

You can now bulk remove objects in more places in SpringServe:

  • Demand tags tab of a campaign – remove tags from a campaign if you want to delete a campaign without deleting the tags.
  • Demand tags tab of a demand partner – remove tags from a partner if you want to delete a partner without deleting the tags or if you want to reassign the tags to a new partner. Removing demand tags from a demand partner will reassign these tags to the Default Demand Partner.
  • Supply tags tab of a supply partner – remove tags from a partner if you want to reassign the tags to a new partner.

UX Improvements

On OpenRTB demand tags, you now have the ability able to copy supply alignments from another demand tag. This feature can be useful if you have a demand tag that performs well and you would like to copy the supply to a new OpenRTB tag. Aligning OpenRTB demand to proven supply is a good way to perform an A/B test, as well.

Score is now visible on the demand partner and campaign tables. Score is a metric that reflects your profitability, so you can get an at-a-glance assessment of your financial performance by partner and campaign.

On the Supply tab of a demand tag, you can now see the response time distribution graph for each supply tag. The graph will appear when you hover over the icon in the Resp. Time column. This distribution is specific to the supply/demand pair. This distribution graph can be used to assess if custom timeouts should be used. If most of the impressions are occurring before a certain time, you may want to move on to the next demand tag rather than wait for an impression. In the example below, most of the impressions occur before 7 seconds, so implementing a custom time out could save you latency.

Note that on the Settings tab of a demand tag, the response time distribution graph is shown to the right of the Timeout Settings field. The data shown in this graph is response time distribution for this demand tag across all supply.

Reporting & API Improvements

Custom Key/Value Dimensions

Custom keys can now be selected as dimensions in reporting. Previously, if you ran a report showing your custom keys, each key-value pair would be shown in its own row. Now, you can run reports that show each key as a dimension in its own column. This format makes it easier to read the report and analyze multiple custom keys at once. In the example below, the report will show data for both Browser and IABCategory.

Note that you still have the report format option when you select Key-Values from the dimensions. The resulting report will show data for all your declared custom keys.

Reporting for Deleted Objects

If you have deleted an object, you may still want to run a report to see historical performance. You will see deleted objects in italics in filter options. For example, demand tag 251839 has been deleted, but can still be selected as a filter. In the resulting report, the object name will appear in italics. Unlike existing objects, clicking the name does not link to the deleted object.

Scheduled Reports Updates

You can now set an approximate time of day for a scheduled report to be run and sent. For daily, weekly, and monthly reports, select your desired delivery time from the dropdown.

API updates

In the API, you can now filter by Supply and Demand Labels. We have also added the ability to use the active parameter to retrieve tags.

Bug Fixes

  • For direct MP4 demand tags, we now allow double curly brackets in video landing page URL. With this update, you are able to use a macro within the video landing page URL.
  • When running reports with incompatible filters, you will no longer get an error, but an empty report will be returned.
  • Using only the report id when requesting a report that was run using an asynchronous call will now return the data with the original dimensions.
  • DC Supply Partner can no longer be changed on Connected Supply in API. When the parter was changed, these tags would not appear in the correct accounts.
  • We have fixed a security vulnerability with uploading videos from remote url on DirectMP4 Demand Tags. If we detect that the url is private, upload will not be permitted.


SpringServe in ads.txt

SpringServe fully supports the IAB’s ads.txt initiative and its goal of increasing industry-wide transparency between buyers and sellers. With increasing adoption of the ads.txt initiative by a number of buying and selling platforms, we encourage all SpringServe clients to implement ads.txt on their domains and any domains with whom they work.

We have included instructions about how to add SpringServe to an ads.txt file below:

Owned and Operated Domains
springserve.com, {{ACCOUNT_ID}}, DIRECT, a24eb641fc82e93d

springserve.com, {{ACCOUNT_ID}}, RESELLER, a24eb641fc82e93d

Replace {{ACCOUNT_ID}} with your SpringServe Account ID; this ID can be found in the lower right hand corner of the browser when you are logged into your SpringServe account. In the example below, CrushTown USA has Account ID 17.

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