Additional server side header bidding adapters, HB bid density, ad quality, partner segments, and more!
Additional Server Side HB Adapters
Header bidding (HB) demand in SpringServe allows for direct integration with external platforms. Client side header bidding demand requires a VPAID initialization, which is not possible for VAST only supply tags. We are excited to announce expanded support for video header bidding with the release of server side header bidding (SSHB). Now you can add HB demand tags to the demand stacks of both VPAID and VAST only supply tags, and SpringServe directly initializes the auction from the VPAID or broadcast, respectively.
When creating HB demand tags, you will see the supported integrations below the Platform field. The laptop icon indicates client-side, and the server indicates server-side.
SpringServe makes calls to HB demand tags based on the VPAID setting of the supply tag. It is therefore unnecessary to make separate server and client side HB demand tag; simply add these demand tags to your supply as you would any other demand. Note the ad server will not call a client-side HB tag in the demand stack of a VAST only supply tag.
SpringServe currently supports server side integration for 10 platforms and is continuing to add more.
Talk to your account manager if you have interest in implementing SSHB demand in SpringServe.
Bid Density Visualization & Reporting
As for PC demand, SpringServe collects bid data for HB auctions. You can now access this data in several ways in the UI.
On the quickstats graph of a supply tag with PC or HB demand, a pillbox for Bid Density now appears. When selected you can view data for All auctions or broken out into PC or HB classes. The histogram will display a distribution of bid buckets for the demand of that class, with bids below the floor shown in orange and valid bids in teal.
This data is also broken out by demand tag in the demand index table of the supply tag. Hover over the chart icon to the right of the Rate column to display a popover bid density graph for that specific supply-demand combination.
To see a larger chart and see individual data point labels, click on the icon to open a modal.
Similarly, on the quickstats graph of HB demand tags, you can now select Bid Density to see the bid distribution. Note that it is important to keep the floor consistent between SpringServe and the platform.
Bid Distribution data is available in bid density reports for HB demand class in addition to open market demand tags. You can run these reports by bid bucket, supply, and demand objects to get more granular insight into this data.
RPM Opti Metric
If you have auto-optimization running on your pod tags in SpringServe, you may want to consider updating the optimization metric to RPM. When using this metric, SpringServe will prioritize the demand that will make you the most revenue. Optimization settings can be edited on a per-tag basis or by using bulk actions to change optimization settings.
For users that implement segment pixels, we have expanded support to include IP and device ID pixels. This improvement allows users to build first party audiences on non-desktop traffic. The Export Pixel could be placed in the website header or as a 3rd party pixel in your tags. Once a pixel segment is saved, the settings cannot be updated.
Note that for device ID based pixels, the query string parameter and macro must be included and populated for it to correctly collect data using a device id. IP address will be detected unless overwritten by a declared IP address in the pixel.
Segments can be created and managed in both the UI and API. Please see our wiki for more information.
SpringServe has released Ad Quality as a beta feature. With this feature, users can create and manage advertiser domain lists in the same manner as other types of targeting lists. On the Advertiser Domain Lists tab of the Targeting page, you can add new lists and view, download, copy, and delete existing lists.
Users may apply these targeting lists from the Supply Tags tab of the advertiser domain list or the Targeting tab of a managed supply tag. In the latter case, select whitelist or blacklist in the advertiser domain section and select the advertiser domain list from the search.
Like detected domain and size targeting, advertiser domain targeting is specific to the demand stack for a supply tag. When calling SSHB and PC demand, SpringServe is able to retrieve the advertiser domain. Therefore this targeting occurs after the server receives responses from the demand and only apply to these demand classes.
Reporting for Advertiser Domain is available for impressions only.
If you have interest in beta testing Ad Quality, please inform your account manager.
Our integrations with Semcasting and Tru Optik allow you to natively access valuable 3rd party audiences to target directly within SpringServe.
When your account is enabled for partner segments, you will see the Partner Segments tab on the targeting page. In the index table you will see columns for Code, Partner, Category, and CPM. Use the status filter to display Any status and activate segments that you want to use for targeting by clicking the red minus icon in the Active column, or by clicking into the segment and switching the Status toggle to Active.
Once partner segments have been activated, you can use them for targeting on demand tags in your SpringServe account.
On the Targeting tab of a demand tag in the User Segments targeting section, selecting custom will reveal a user segment group. In this group, you can select Segments or Partner Segments. When Partner Segments is selected, you can select from your activated partner segments. This targeting supports boolean logic.
Reporting on Partner Segments
Partner Segment Cost is available in demand reports. You can also run reports by segment code and segment partner to break out your data more granularly.
You can manage and reporting on partner segments in the API as well as the UI. Please see our wiki for further details.
DC Rev Share
If you have rev share structured agreements with other SpringServe accounts, tell your account manager that you would like to beta test rev share on your DC supply tags.
When adding demand to a campaign, you can select Create New or Add Existing from the menu button on the Demand tab. The Add Demand modal will appear and display demand tags belonging to the specified partner when you select Add Existing from the menu. To remove a demand tag from a campaign, use bulk actions.
You can access creatives in the UI by clicking the link on a creative asset demand tag in the Video Settings section of the Settings tab.
On the Assets tab of a creative, you can find a table displaying all transcoded assets with their content type and bitrate; to download an individual asset, click the icon in the index table.
DC Demand Status
SpringServe does not send ad requests to inactive demand tags – both managed and DC. Deactivation of DC demand tags in your supply partner’s account can therefore result in a reduction in the number of requests to a DC supply tag. In the Advanced section of a connected supply tag, the names of inactive corresponding connected demand are displayed in italics, giving you more diagnostic tools when investigating low volume in DC.
The time periods last 7 and last 30 days are now available for all index tables and quickstats summaries in the UI, allowing you a longer term view of performance for your SpringServe objects.
On quickstats graphs you can now also select the Day interval when examining either of these longer time periods.
Bidder Errors are now available on relevant VAST error code reports. Select metrics such as bids, wins, and bid requests when including the dimension or filter for PC demand class, marketplace type, or Open Market objects.
Supply Client Key Reporting
If your supply clients need reporting access to key reporting, you can grant permission on a by-key basis. In the Settings tab of a key, select Enabled in the Supply Client Reporting field to allow your supply clients to run reports including this key as a dimension.
If you need this functionality for your supply clients, please let your account manager know.
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.
Bug fixes and performance improvements