Ad completion campaigns and VAST 3.0 sequencing.
Campaign Management Based on Ad Completion
Ad completion allows you to book and price campaign goals against ads played to completion or completion quartiles, rather than booking and pricing against number of impressions. Currently it is possible to book against 25%, 50%, 75%, or the full ad completion. The ad completion feature measures for how long the ad played or if it was played to completion. You are able to plan, sell, and report on ad completion in the campaign workflow.
This enables you to offer qualitative impressions to buyers, impressions that have been played to completion, and thereby improve the value delivered to advertisers. For publishers with high ad loads, the ad completion feature offers an opportunity to increase eCPM and overall revenues.
- Publisher A has an average CPM of €28 and an ad completion rate of 89%.
- If they sell on €35 ad completion (100% ), their eCPM will be €31.
- That is a 11% increase in effective revenue by impression.
Ad completion goals are set up in the same way as CPM goals, through selecting the appropriate delivery goal type in the campaign management workflow. When selecting ad completion as a goal, an impression cap is defaulted. The impression cap puts a limit on the amount of impressions delivered for the ad completion campaign to prevent inventory waste if the goal is not met. The capping amount can be overridden or changed manually. The cap is filled in automatically based on the delivery goal and the average completion rates for the last three weeks.
Campaign management based on ad completion is available for those integrated using our SDKs or plugins. If you are using the Pulse API for booking, you need to upgrade the integration to get access.
For more information, refer to Delivery Goal Types.
VAST 3.0 Sequencing
Although sequence attributes in VAST 3.0 are optional, certain players, which integrate directly with Pulse through VAST, require them to be able to show multiple ads during an ad break.
Previously VAST responses with multiple ads indicated a sequence of ads through the order they were listed in the response. Now we also add the sequence attribute to the ad element to indicate the order:
<VAST version="3.0"> <Ad id="b3f3d1cc-6035-449f-a06c-08b983da45db" sequence="1"> <InLine> … </InLine> </Ad> <Ad id="d31fd1cc-6035-449f-a06c-08b983dafe42" sequence="2"> <InLine> … </InLine> </Ad> <Ad id="ab33d1cc-6035-449f-a06c-08b983da45fe" sequence="3"> <InLine> … </InLine> </Ad> </VAST>
With this release, we are increasing the support for the VAST 3.0 standard. If you are using a player that requires sequence attributes to be able to handle multiple ads, you now have it automatically enabled in the integration.