SpringServe has Sprung

In our latest release, we discuss Key-Value Targeting, the Billing page in the UI, Dayparting, and DirectConnect targeting transparency.

Feature Additions

Key-Value Targeting

Custom Key-Value targeting allows you to target and report on custom parameters passed by your supply partner (e.g. zone id, sound, browser, etc.).

Creating your Keys

From the Settings menu, navigate to Keys. Click the +Key button to create a new Key. On the Settings tab you can enter the Key, its name, and a description.

You will also define the value type to be either free or predefined. If the value type is free, the values must be explicitly declared on the demand tag when applying Key-Value Targeting. If the value type is predefined, then the you will define them in the Values tab. In the Values tab, you can either add values individually by clicking the +Value button or you can upload a csv with values and names.

Applying Key-Value Targeting

To apply Key-Value targeting to a Demand Tag, select Custom in the Key-Values field on the Targeting tab. In the Group 1 box that appears, you can select a Key, specify values, and select to require or block those values.  If the Key’s Values are predefined, a dropdown list of the defined value names will appear.

If the Values are free, enter the values you wish to target.

Targeting on Key-Value pairs can be done on an AND and OR basis. Any combination of Key-Value pairs within a group will follow AND logic. OR logic will be applied for targeting between groups.

At least one group will have to match targeting in order to pass Key-Value Targeting. Add another Key-Value pair for targeting by clicking the ‘+’ button within a group (red square above). Add another group to by clicking the ‘+’ button beneath the last group (blue square above). In the example above, the request must either be from a Firefox browser or from zone ID 12345 or 67890.

Key-Value Reporting

To report Key-Value on data, you must declare the Key(s) on the Supply Tag level. In the Settings tab of a Supply Tag, select the Keys that you would like to report on in the Advanced section.

You are limited to 5 keys per supply tag for reporting.

Note that you must include the key(s) in the tag that you export to your supply partner if you want to report on key-value data. For the targeting above, you would export the following tag:


When running reports, select Key-Values as a Dimension. You can also filter by Key. The report will include the columns Key Name, Key, Value Name, and Value. If a value is not passed by your supply partner the Value Name will be blank and the Value will be null.

Note that for any key there is a limit of 1,000 unique values within 60 minutes. If this limit is exceeded the request will be reported as ‘over-limit’.

Billing in the UI

You can now view your SpringServe Invoices and Statements within the SpringServe UI. To view this page, navigate to the menu under the user icon and select Billing from the dropdown.

On your Billing page, you will see two tabs: Invoices and Statements. Monthly Ad Serving Bills and DC Buyer Invoices are available on the Invoices tab. DC Seller Revenue Statements can be found on the Statements tab.

Only those partners for which SpringServe is the clearinghouse will appear on your DC Invoices and Statements. Note that DirectConnect bills will be based on your approved clearing preference settings in the UI as of 11:59pm Pacific time on the 7th of the month. A 3% fee will be applied to any Direct Connect activity for which SpringServe is the clearinghouse.

Click on any invoice or statement to see the breakdown of line items.

See more on our wiki.

Core Improvements

Daypart Targeting

You can now specify the hours of the day that a Demand Tag will be active. In the Targeting tab of your demand, select Custom in the Dayparting field. A modal will appear where you can select the hours of each day that the demand should be active; these hours are in Eastern time.

Once you have selected and saved your dayparting targeting, the days and times that you have selected will appear in the Dayparting field. Click the Edit button and the modal will reappear.

DirectConnect Targeting Transparency

We have added transparency into your Connected Demand targeting to help you optimize more effectively. With DirectConnect traffic, SpringServe knows the targeting on both sides of a DirectConnection and will not pass requests to Connected Demand that do not meet targeting on the corresponding Connected Supply. This means that if your Demand Partner has narrower targeting than you do, the Connected Demand may not receive any requests. With targeting transparency, you are able to see targeting that has been applied on the other side of your Connected Demand. This transparency will allow you to align your demand appropriately.

In the Settings tab of Connected Demand, you will see the Connected Targeting section. If applicable, the following fields will appear in this section:

  • Connected Supply Name: the name of the corresponding Connected Supply in your partner’s account
  • Domain Black/White Lists: IDs of domain lists that are implemented on the Connected Supply. If domain list sharing has been enabled on the Connected Supply (see below), a download icon appears next to the ID.
  • Allowed Player Sizes: sizes targeted on the Connected Supply
  • Included/Excluded Countries: Countries that have been white/black listed on the Connected Supply

Note that if there is no targeting, the field will not appear. For example, if the Connected Demand is targeted to all sizes, the Allowed Player Sizes field will not be shown.

When setting targeting on Connected Supply, domain list sharing is enabled by default. On your partner’s side, they will be able to see the domain list ID and download the domain list to view targeted domains. They will not be able to see the name of the domain list.

If you disable domain list sharing, the ID will be visible, but the contents of your domain list is hidden.

DC targeting is also shown in the targeting icons on the waterfall tab of a Supply Tag and the full view of the main Demand Tag page. When you hover over the targeting icons you will see your targeting and the Connected Supply targeting. Connected Supply targeting is denoted by a lightning bolt. In the example below, the Connected Demand is black listing AU, CA, GB, US and the Connected Supply is black listing CA and US only.

With transparency into your Demand Partner’s targeting, you will be able to troubleshoot low request volume on your Connected Demand and align them appropriately to your supply.

API Improvements

We have added increased support for managing DirectConnect objects within the API. Duplication of DirectConnect objects is more stable. Tags also have a direct_connect field to indicate whether tags and partners are DirectConnect (Boolean).

The following metrics have been added to the reporting API for demand dimensions:

  • opportunities
  • ivt_imps
  • non_ivt_imps
  • ad_rate
  • ivt_imps_rate


Demand Partner Requirement

Demand Tags must now be associated to a Demand Partner. This requirement ensures that reporting is accurate. Any Demand Tag that does not have an assigned Demand Partner will now be assigned to the Default Demand Partner in your SpringServe account. Note that you have the ability to edit the tag and assign it to the appropriate partner.

Empty Supply Tag Waterfalls

In the past, you were unable to create or save a Supply Tag with no demand in its waterfall. We have removed this restriction from the platform. This change allows you to create Supply Tags before creating demand tags. Be aware of the waterfall length when exporting Supply tags. With the removal of this restriction it is possible to traffic a Supply Tag with no demand behind it, which will result in 100% missed opportunities and 0% fill. Use the full view of the Supply Tag page to make sure your active Supply Tags have a nonzero number in the waterfall size column.

Bug Fixes

Various bug fixes and performance improvements.

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