Iris.tv integration, multi-imp in SSHB, QPS and pacing improvements, demand side waterfall edits, more bulk actions, and much more.
Feature Additions
IRIS.TV Integration with SpringServe
SpringServe is now integrated with IRIS.TV. This new integration allows you to leverage third-party, verified brand-safe contextual data that will deliver more relevant ads to consumers and maximize performance and ROI across CTV advertising.
Once the access token, provided by IRIS.TV, has been added to your account, you will see the custom integration for IRIS.TV in the Settings tab of Supply Partners in SpringServe.
Include content_id in your supply request and SpringServe will be able to use the client token to call IRIS.TVs context API.
Watermarking
Some manufacturers apply watermarks to some of their creatives so their TVs can identify an ad coming through and fire verified events, such as verified imp or verified quartiles. With this release, SpringServe has built the ability for TVs to manage and pull verified events from SpringServe that are fired when a watermarked creative is used. SpringServe is then able to provide an endpoint they can call to fetch a list of watermarks along with their event pixels.
If you’re interested in learning more about this feature, please contact your Account Manager.
Core Improvements
Budget QPS System
Huge spikes in traffic can cause issues with budget if our servers do not have adequate time to refresh with the updated budget amounts. To solve these issues, we have built a Budget QPS System which allows for a small percentage of the total budget to be spent in a single second. This should help prevent huge amounts of evenly paced budgets spending at once because of a spike.
Updates to Even Pacing
SpringServe has updated the pacing algorithm to ensure campaigns evenly spend over an entire day. Prior to this release, we paced over 20 hours per day, which has now been updated to 23.5 hours to ensure all campaigns are evenly paced across prime time in different regions.
Multiple-Impression Objects for Pod Identification
SpringServe now has the ability to use multiple-impression objects to indicate a pod in our bid requests in server-side header bidding (SSHB) by including multiple “imp” objects, resulting in one per ad slot.
This feature can be enabled on an adapter by adapter basis so we will only use it for SSPs that support multi-imp bid requests.
Flagging Blocked Categories in Bid Requests
Buyers can now see what bids will not be accepted based on category blocks in bid requests. Prior to this release, you could set category blocks in the SpringServe platform, but we did not flag them in our bid requests to DSPs. We have improved our bid requests by flagging these objects of bid requests.
Improved Ad Deduplication
SpringServe has improved deduping for clients making multiple simultaneous requests for the same pod. When requests for the same pod are made simultaneously or very close together, this more robust deduping experience can make a downstream improvement to the viewer’s ad experience.
If you are interested in learning more about this feature, please contact your account manager.
UI/UX Improvements
Demand Side Waterfall Edits
SpringServe users will now be able to change a demand tag’s tier in the waterfall from the demand side of the platform. Previously, if you wanted to change the tier of a demand tag in a waterfall, you had to navigate to the supply side and find each individual supply tag to change the tier of a demand tag.
Users will now be able to edit the demand tag’s tier directly on the supply tab of a demand tag. Those who manage SpringServe traffic from the demand side now have a more streamlined experience.
House ad demand tags will always be placed in the last tier of the waterfall; with this release you can change the ratios of a house ad in the supply tab.
In addition to being able to make changes to the tier on the supply tab for individual supply/demand associations, you can also make changes to the tier of multiple demand tags across all of their supply sources by using bulk actions to “change tier”. Bulk actions allow you to change the tier across all supply sources for all selected demand tags and is available on the main demand page and the demand tab of a demand partner.
This feature will be released to everyone on SpringServe on Wednesday, November 3rd. If you would like access before that date, please talk to your account manager.
Audience Targeting
Segment Targeting
Applying audience targeting with segments is now easier and more intuitive. Prior to this release, in order to apply OR targeting across segments, users would have to add multiple User Segment Groups – one for each segment. If users wanted to target a viewer who belongs to any of two segments, they would need to add a segment group for each.
Now, we allow for OR targeting across all segments within a group. In the example below, the request will pass targeting if the viewer belongs to any of the partner segments listed: Alliant card holders age 35-54 or Acxiom age 40-44.
This change makes it easier to see the segments that are allowed or blocked. Additionally, full segment names are now visible in the search field, making it easier to identify the segment you want to select.
First Party Segment Improvements
When creating first party pixel segments in SpringServe, you will now be able to see the size of the segment and download the current values in the segment.
User expiration is now required; the default is 30 days and maximum is 365 days. Any segment without user expiration was set to 365 days.
More Bulk Actions
Targeting Updates
Editing multiple tags at once is now easier with the availability of additional bulk actions across targeting. You can now edit select targeting without needing to drill down into each individual tag.
On the supply and demand tag index tables, you can choose from the following additional options in the Bulk Actions menu:
- Change Country Targeting
- Change State/Province Targeting
- Change DMA Targeting
- Change City Targeting
- Change Postal Code Targeting
- Change Device Targeting
- Change OS Targeting
- Change Browser Targeting
When selecting one of the above options, a modal will appear and you can set targeting for all checked tags.
Tier Breakout
To help publishers better organize their demand stack, SpringServe previously introduced Tier Breakout. Supply tags must be enabled for tier breakout to allow breakout bids to be placed in the first look tier. With this release, you can now use Bulk Actions to update multiple supply tags for Tier Breakout all at once.
New Budget Bars Display Total Budget and Percentage Spent
The budget bars inside index tables, within demand and campaign tables, now display a popover feature, which details the total budget and percentage spent.
This additional popover makes it easier for you of the SpringServe platform to see how much of a budget is available at a glance, without needing to navigate into a demand tag or campaign.
Demand Partner Tier Override
With this release, you can now set a default tier on the demand tag. Previously, the default tier for demand was only set on the demand partner level. In the Advanced section of the settings tab of a demand tag, you can now set the default tier on the demand tag level by checking Partner Tier Override and selecting the override tier.
When you add the demand tag to a supply source, SpringServe will place it in the override tier rather than the demand partner default tier.
Parameter Lists
On the targeting page, you can now create and manage lists for content attribute targeting.
Select the macro for the list and either upload a csv or manually enter values for your content targeting lists. The macro cannot be changed after the list has been saved.
When applying content targeting , you can now select values or list targeting. When list is selected, the available parameter lists will appear in the dropdown.
Alerts
Demand Side Waterfall Edits in the API
If you use the API to manage demand associations, please note that changes need to be made prior to Wednesday, November 3. On this date the old format of “supply_tag_ids”: [#, #, #] will be deprecated. Please update any scripts to the new format below:
“demand_tag_priorities”: [ {"supply_tag_id":#, "priority": #, "tier": # } ]
Migration to Native Content Parameters
With the support for content parameter lists and attribute reporting, SpringServe users should migrate to native content macros if they had previously been using custom key-values for targeting and reporting. Please reach out to your account manager if you need assistance. On November 30, custom keys that match our native content parameters will be removed from SpringServe accounts.
Bug Fixes
Various bug fixes and performance improvements
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