Performance pricing, new macros, global f-caps, supply tag key-value targeting, and more!
New Features
Performance Pricing
If you have payment models based on performance, you can now implement this demand in SpringServe. When creating a demand tag or campaign, you can now select CPC or CPCV in addition to CPM as the payment terms.
For CPC or CPCV demand, SpringServe calculates revenue based on the number of clicks or completed views, respectively. This figure is displayed in table and graph views of quickstats and in reporting. As you can see in the example below, the CPCV is $1.00 and at 5 completes, the calculated revenue is $5.00.
To assess performance, you can find the RPM displayed with the CPCV rate in parentheses in demand index tables. In the example below, there were 10 impressions with 5 completes, resulting in an RPM of $500 at a CPCV of $1.00.
We will be adding more pricing models in future.
New Macros
Creative Duration
If your demand tags require creative duration macros, you can pass the duration either in seconds or milliseconds using {{CREATIVE_DURATION}} or {{CREATIVE_DURATION_MILLIS}}, respectively.
Content Macros
You can now implement content macros that SpringServe will pass through to PC and SSHB requests. These macros include ID, episode, title, series, season, and genre. These macros appear in the Content group on the supply tag export tab.
Information passed through these macros will be included in the requests to PC and SSHB demand in the waterfall.
Global Frequency Cap Pixels
Global frequency cap (f-cap) pixels are built to allow advertisers to manage their frequency cap rules across channels that do not communicate, such as Linear TV and OTT. These pixels can be generated in the targeting page and applied to demand partners, campaigns, and demand tags in the Frequency Capping section of the Targeting tab.
- Selecting Platform uses SpringServe for frequency capping
- Global uses the 3rd party pixel for frequency capping.
- To connect the two, select Global and add the pixel as a 3rd party tracking event in your campaign or demand tag.
For more information about global frequency cap pixels please see our wiki:
Core Improvements
Supply Tag Key-Value Targeting
SpringServe now allows key value targeting on managed supply tags. This feature is especially useful for tags that are called by a router. For example, if you want to perform an inventory split based on channel ID, create a key for channel_id and apply key value targeting on supply tags in a router that receives calls from multiple channels.
In order to report on the channel id, make sure to declare the key on the router or the supply tag in the Advanced section of the settings tab.
Apply key-value targeting to supply tags in the UI or in the API.
UI/UX Improvements
Blocklists and Allowlists
References to “blacklists” and “whitelists” have been updated to “blocklists” and “allowlists”. As SpringServe considers what we can do to diminish the presence of racial bias, we are updating this outdated and potentially harmful terminology.
Targeting continues to work as before, but now with the descriptive terminology of blocklists and allowlists rather than the metaphorical terms blacklists and whitelists. This update applies everywhere in the UI, notably the targeting tab of all objects
and targeting icons in index tables.
CTV Header Bidding Demand
SpringServe always calls connected TV demand as part of a server-side broadcast. Therefore, only header bidding platforms that support server side header bidding are applicable for CTV demand. Now when you create a header bidding demand tag with CTV environment, only platforms supporting server side header bidding will appear in the platform dropdown.
Reporting Additions
Creative ID Reporting
When running demand reports for creative assets, you can now include the dimension of Creative ID. This update allows users to keep track of performance if they swap out the creative asset of a demand tag rather that replacing a demand tag in a waterfall. Standard demand metrics are available for Creative ID reports.
Advertiser Domain Reporting
Advertiser Domains are recorded when available. Most often, these domains are only available for PC and SSHB demand. Domain and app metrics are not available for advertiser domain reports.
Alerts
Ads.txt and app-ads.txt
If you are connected to bidders via Programmatic Connect, update the ads.txt (desktop and mobile web) and app-ads.txt (in-app and ctv) files for you and your partners to include the following lines:
springserve.com, [Your Account ID], DIRECT, a24eb641fc82e93d
districtm.io, 101856, DIRECT, 3fd707be9c4527c3
undertone.com, 3817, DIRECT
synacor.com, 82101, DIRECT, e108f11b2cdf7d5b
openx.com, 540634634, DIRECT, 6a698e2ec38604c6
beachfront.com, 4969, RESELLER, e2541279e8e2ca4d
advertising.com, 26282, RESELLER
pubmatic.com, 157310, RESELLER, 5d62403b186f2ace
rhythmone.com, 2968119028, RESELLER, a670c89d4a324e47
spotxchange.com, 239904, RESELLER, 7842df1d2fe2db34
spotx.tv, 239904, RESELLER, 7842df1d2fe2db34
contextweb.com, 561910, RESELLER, 89ff185a4c4e857c
openx.com, 540226160, RESELLER, 6a698e2ec38604c6
appnexus.com, 1908, RESELLER, f5ab79cb980f11d1
google.com, pub-9685734445476814, RESELLER, f08c47fec0942fa0
appnexus.com, 2234, RESELLER
advertising.com, 19623, RESELLER
EMXDGT.com, 1251, RESELLER, 1e1d41537f7cad7f
appnexus.com, 1356, RESELLER, f5ab79cb980f11d1
Make sure to replace [YOUR ACCOUNT ID] with the number in the lower right hand corner of the screen. For example, CrushTownUSA’s Account ID is 17.
For any and all questions and requests, please reach out to you account manager, who can connect these partners and ensure your domains and apps are whitelisted.
Bugs
Various bug fixes and performance improvements.
Comments are closed.