Video Parameters Important for Monetization
Video player width and height
Buyers are typically interested in medium to large player sizes across desktop, mobile web, and mobile in-app inventory
Required in RTB spec
Allows buyers to know which file type is supported
If all file types are supported, PubMatic suggests to pass all values rather than assuming there is a default
- Desktop: mp4, webm, JS, ogg. Can also include flash only if supported.
- Mobile web: mp4, webm, JS, ogg. NO flash (flv, swf).
- Mobile app: mp4 (and JS if VPAID is supported). NO flash (flv, swf).
Mobile App does not support Flash or SWF (Shockwave Flash)
Only if supported by video player; if not supported, PubMatic encourages publishers to support the VPAID version as it allows both PubMatic and the buyer to measure fraud and viewability
PubMatic recommends VPAID 1.0 or 2.0 for desktop, but VPAID 2.0 for mobile web, since mobile web does not support flash
Non-VPAID (commonly referred to as VAST) is most common on mobile in-app, but if the mobile app SDK or video player supports VPAID, then it should be sent to improve monetization
VPAID inventory is supported across tag, server-to-server (S2S/API), and oRTB (openbid) publishers
Protocols (VAST versions supported by your video player)
Min and max ad duration
PubMatic recommends keeping duration within 30 seconds (e.g. 5, 10, 15, 30),for best monetization results, with shorter durations for mobile than desktop
Playback method (auto sound off, auto sound on, etc.)
- Desktop: Auto-sound OFF
- Mobile web: Auto-sound OFF, but can accept auto-sound ON
- Mobile app: Auto-sound ON, but can accept auto-sound OFF
Determines where in the video content the ad is played (pre-roll, mid-roll, post-roll)
Maximum bitrate helps control the file size and video ad quality (the lower the maximum bit rate, the lower the file size/resolution), which is especially helpful for mobile in-app.
- Desktop: Try to cap at 6,000 or lower.
- Mobile web: Try to set around 1000, 1400, 1800, to help keep the file size lower
- Mobile app: Try to cap at approximately 1000 - 1400, to help keep the file size lower
Recommendations for API/Server-to-Server Based Publishers
- In the PubMatic UI, a VAST tag (not VPAID) should strictly be used, since VAST tags can still receive both VPAID and VAST only/non-VPAID ads
- For VPAID inventory, include the vapi parameter along with its corresponding mime types in the ad request
Recommendations for Tag Based Publishers:
- VPAID tags in the UI should only be created if all of the inventory for the tag supports VPAID
- If a mix of VPAID and inventory that doesn't support VPAID will be running on one tag, then a VAST tag should be used instead, and the vapi parameter should be dynamically set on each ad request to indicate the VPAID version support
- Make sure vapi parameter and corresponding mime type is passed via PubMatic S2S API or is set on the tag
Recommendations for Out-Stream Inventory and Flash
- PubMatic currently supports oRTB 2.3, along with some of the new oRTB 2.5 parameters. For all video inventory, please include the "placement" parameter to distinguish between in-stream and out-stream.
Challenges for Publishers
- Arbitragers re-sell inventory through VPAID
- These arbitragers will deliver a VPAID Ad Manager (not an authentic ad) to the publisher, re-auctioning the inventory to other exchanges with a floor price that is high enough to cover the cost of the ad
- If they are unable to fill it, they error out, which prevents the impression tracker from being fired, and therefore they do not get charged
- PubMatic monitors and blocks these creatives on a daily basis
- Video errors
- Sending incorrect video parameters can lead to DSPs returning a video ad that is not compatible with the player (i.e. file type not being supported by video player)
- Too many VAST wrappers can lead to added latency
- Some DSPs may return a VAST wrapper that leads to an empty VAST (instead of a final In-Line VAST response), which can be caused by a campaign that is past its end date or has had changes to the creative within the advertiser's ad server
- For other potential causes of errors and troubleshooting tips: VAST Error Code Troubleshooting Matrix - IAB TechLab Wiki
- PubMatic has automated features to reduce the overall error rate and potential for some of these errors