We have been working on new features and improvements even as we were working on joining the Magnite team. Let’s dive in!
Feature Additions
Demand Placements and Requests
Tier Breakout
To help publishers better organize their demand stack, SpringServe has introduced Tier Breakout. All demand can now compete with a better chance for monetization even when direct-sold campaigns sit at a higher tier than programmatic demand. Tier breakout allows you to set a secondary floor for programmatic demand. When a bid comes back at or above the breakout bid value, it competes in first look regardless of the tier set on the demand tag.
In the example above, a header bidding demand tag has a floor of $10, but if a bid comes back at $40 or above, no matter what tier is assigned to the demand tag, SpringServe will place it in first look to allow better monetization.
SpringServe will work with our programmatic partners, including the SpotX platform, to properly ensure this information is passed so programmatic partners can use this information when processing bid requests.
For more information about this release, please contact your account team.
Multi-Call
To help better manage your waterfall and increase ad revenue, SpringServe now allows you to condense your ad calls with multi-call. Long waterfalls consisting of duplicate demand tags can now have one demand tag which can be called up to eight times from one ad request. This change will result in a simplified workflow and improve your waterfall management and reporting.
Set multi-call in the Advanced section of a demand tag.
Demand tags that are multi-call enabled display a badge with two lines. Hovering over the badge will show a tooltip with the max calls.
MediaFile Targeting
Audio Volume Targeting
SpringServe has the ability to block creatives based on a few detected technical attributes: size, MIME type, bitrate, and duration. Negative user experiences can also occur when ad volumes are higher or lower than the volume of the content. To help with this scenario, SpringServe now allows you to block creatives based on audio level ranges.
With this release, you can set allowed mean volume levels of creatives; those that do not fall within that range will be blocked. SpringServe downloads creative assets as we receive them, detects their technical attributes, and block creatives as appropriate. When creatives fall outside of allowed audio levels, we fire a custom error event.
For more information on how to block creatives by audio level ranges, please reach out to your account manager.
Interactive Creatives
To help you unlock spend from advertisers with interactive ad creatives, SpringServe now supports interactive creatives for CTV. Set Mime Type targeting to custom and select application/json to target interactive creatives in both OpenRTB bid requests and non-RTB demand sources.
This new mediafile targeting option will help you take advantage of the beneficial experiences that interactive creatives provide.
Macro Overrides
With the addition of several macros we have rearranged the dropdown to make macro overrides more usable. Macros now appear in headered sections which match the supply tag export.
Macros now include the following:
- General: Height, Width, App Bundle, App Name, App Store URL, User, User Agent, IFA Type
- Player: Description, Category, Duration, Autoplay, Video ID, Min Duration, Max Duration, Placement, Skippability, Production Quality
- User: Device ID, IFA Type, User Agent
- Content: Content ID, Content Episode, Content Title, Content Series, Content Season, Content Genre, Content Livestream, Rating, Language, Network Name, Channel Name
- Event: Supply Chain
Set macro overrides in the Advanced section of the settings tab of a VAST only supply tag or on your demand tags.
Core Improvements
Operative Integration
SpringServe has integrated with Operative.One via a custom API. Operative.One is an end-to-end platform that integrates and coordinates the ad selling process. Our API integration provides Operative users the flexibility to take advantage of SpringServe’s ad server without having to be concerned with the complexity of all of the details. To begin using the Operative integration, the API user must be setup as an Operative user. Work with your account manager to enable your account and set up your credentials.
Creative Weighting
SpringServe now supports creative weighting in Line Item class demand tags. Creative weighting in demand tags operates in the same manner as supply tags within a router. On the Creatives tab of a line item demand tag, you can add creatives and set their ratios. For any given request, SpringServe selects the creative based on the ratio values of creatives that meet targeting. For example, if Creative A and Creative B meet targeting and Creative A has a ratio of 3 and Creative B a ratio of 1, there is a 25% chance that Creative B will be chosen, and a 75% chance that Creative A will be chosen.
Budgets, frequency caps, flight dates, and dayparting are allowed on creatives. You can use these targeting options to your advantage. For example, assigning dayparting to three creatives and setting a ratio of one for each allows the creatives to rotate throughout the day.
Supported creative types are VAST tags, audio, and video creatives. Demand tags of creative asset class remain available if you do not have a need for creative weighting.
Native Content Parameter Support
SpringServe now supports native content macros and corresponding reporting. Find supported native content macros in the Content panel on the export tab of a supply tag. Include these parameters in the tag export for reporting on the included dimensions.
In the reporting UI, a new Content section appears in the dimension and filters dropdown. Select from the following: Channel Name, Content Episode, Content Genre, Content ID, Content Seasons, Content Series, Content Title, Language, Livestream, Network Name, Production Quality, and Rating.
With the release of our native content macros, we now also support content attribute targeting. On the targeting tab of supply and demand tags you can set custom content targeting and select attributes to target. Depending on the attribute, you can enter values to target or select them from pre-defined options.
Note that SpringServe supports both exact match (is in, is not in) and partial match (contains, does not contain). You can also require that a content parameter be included in the request in order to pass targeting by checking the Param Required box.
With the addition of these native macros, you no longer need to manage custom keys to target and report on content attributes in SpringServe.
Please talk to your account manager for more information about native content parameters.
Multi-Currency Support
To better address fluctuations in currency exchange rates, we now allow you to set budgets, rates, and floors in non-USD currencies: EUR and GBP. Note that currency can only be set on new tags; once you save a tag you cannot change the currency.
Before this release, the fluctuation of exchange rates sometimes led to lost revenue and required you to manually adjust budgets, rates, and floors on a daily basis. This release helps ensure changes to exchange rates do not impact budgets or revenue.
For example, you can now enter €10.00 for the floor into the platform, and SpringServe converts this value to USD based on yesterday’s exchange rate. When a DSP adjusts the bid down to $8.55 due to exchange rate fluctuations the SpringServe campaign floor would also adjust and the campaign would continue monetizing.
Note that this release has no impact on auctions, reporting, and billing, which will continue in USD. Payouts may remain in non-USD. You will continue to have the option to view your platform currency in a non-USD currency.
For more information on how SpringSere supports native currencies, please reach out to your account manager.
IP Lists
If you use IP lists for targeting in SpringServe, you can now include both IPv4 and IPv6 addresses on your IP lists.
UI/UX Improvements
User Agents
As ever, you have the ability to target devices in SpringServe. We have made updates to the device options to allow you finer control. Previous Mobile and Tablet options are now split into in-app and web. Connected TV is now split into CTV, Games Console, and Set-top Box. If you had been targeting any of these devices, we have updated targeting to include all relevant sub-categories, so no need to make any changes.
With this release, we have updated reporting to reflect the updated devices. Legacy data continues to display Mobile, Tablet, and Connected TV.
Passed Flight Dates
To clean up the appearance of your waterfalls and index tables, SpringServe now deactivates campaigns and demand tags with an end date 7 days in the past. When looking at the changelogs, these updates are made by springcleaning@springserve.com.
Response Time Distribution Graphs
For troubleshooting your demand, you can access response time distribution graphs in the Resp Time column in the demand tab of a supply tag. The distribution graph appears when you hover over the icon, and when you click the icon, you can view the full graph for more details. This graph displays three series: Ads, Errors, and Timeouts – all as a % of all responses.
Note that the data in this graph reflects the time period selected in the dropdown.
Miscellaneous Updates
Notification Opt-Outs
SpringServe notifies you when you have DirectConnect requests from other platform users and when you have new DC demand available to traffic. If these notifications are not relevant to your use case in SpringServe, you can now opt out of them. To do so, go to Edit Profile under the user menu and set your Notification Opt-Outs to Custom and select the notifications you do not wish to see when you log in.
Bulk Reports
You can now select objects from an index table and run a report for them using Bulk Actions. When you select Run Report from the Bulk Actions menu, you will be redirected to the reporting page with the selected objects included as filters.
Last 72 Hours
Quickstats now give you the option of Last 72 Hours throughout the UI. This new option allows you to look at the last 3 days without needing to run a report.
Reporting Improvements
SpotX Connect
You can now report on data SpringServe ingests from SpotX for your XConnect demand. When SpotX returns a response to SpringServe, we log the SpotX campaign, channel, and tier. You can now report on these dimensions or use them as filters in the UI.
Note that the SpotX tier reflects the setting in SpotX, not necessarily where the demand served within SpringServe. If your XConnect demand is set to not respect SpotX tiers, we will place responses from non-respected tiers based on the tier of the SpotX Marketplace tag within your SpringServe waterfalls
Alerts
Password Complexity
New passwords saved in SpringServe have complexity requirements to keep your account safe. Passwords must be at least 12 characters long, include a lowercase letter, an uppercase letter, and a symbol !@#$%^&*().
Bug Fixes
Various bug fixes and performance improvements
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