OTT Blog Series: Contextual Content

OTT/CTV

OTT Blog Series: Contextual Content

2 Minute Read | August 18th, 2021

Jane Handel

Jane Handel
Product Marketing Manager

Meet Our OTT Advertising Platform

Welcome to our Blog Series! We’re excited to share regular updates with you about a particular facet of our holistic omnichannel OTT advertising platform. Last time, we dove into the details on ad pod bidding and exposure. This week, we’re sharing insights into a specific feature we offer: including content context in the bid request.

Content Context

At Smaato, we know that information = power. Whether you are giving marketers better opportunities to target their ad content or enjoying granular reporting insights to see top performance on your platform, passing along contextual information in the bid request is a no brainer.

We give our publishers the controls to include not only platform information in the bid request, but also genre, series, season, even episode info, too. This means marketers get a clear sense of what they’re bidding on, while publishers can see which ad pods (even which slot!) is driving the highest revenue…and which episode outperforms the rest.

Content Context

What’s in it for Marketers

When publishers share additional context and color in the bid request, marketers get key information. If advertisers know not only the platform on which their ad will appear, but also the series, season, even episode, they can better target advertising based on audiences.

With hyper-specific data, marketers, advertisers, and DSPs can make informed decisions about what placements to bid on, and then which ad creative to use to reach audiences in a completely privacy-compliant way, instead of reaching viewers based on who they are.

After all, you can better target your ad content to people who you actually know love horror movies (because they’re watching one) vs. simply segmenting by age and gender.

What’s in it for Publishers

By sharing more information in the bid request, publishers are more likely to see higher eCPMs and better fill rate. What could be better than that?

Well, there is one other major perk: hyper-granular reporting.

Because this information is shared in the bid request, we are able to share robust reporting right down to the asset level, giving publishers insight into performance down to the ad slot level. Which shows on the platform generate the most ad revenue? You can dig even deeper. Which episode is the highest revenue driver?

Ready to learn more about all things OTT?

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