Over-the-Top (OTT) Best Practices

OTT refers to services that distribute television and media content via the internet as standalone products, separate from traditional cable companies. Similarly, Connected TV (CTV) is a way to distribute content via the internet but is delivered either natively on a TV (i.e. smart TV) or an external device (i.e. Roku, Chromecast, etc.). Many OTT services are available to use on CTV, such as streaming a show from Hulu on a Chromecast.

Both OTT and CTV are expanding spaces for programmatic advertising that present new opportunities to reach a uniquely targeted audience. Specific best practices and recommendations are listed below.

Inventory: Open Exchange

Device Type (include): Connected TV, Set Top Box, Media Player

Placement Type (include): Video

Exchanges Currently Offering OTT Deal IDs (Subject to Change Without Notice):




Please let Beeswax Support know if you are interested in accessing this Deal ID inventory.




Buy OTT placements through a private deal ID

Add OTT to pre-targeting configuration and create separate line items targeting connected TV and game consoles via DeviceType, Brand, Model

Target pre-roll and mid-roll content via the “Playback Method” field
Use pre-existing targeting line items used for other targeting (mobile, tablet, etc.)

Target above the fold or post-roll

Use 3P Viewability vendors--they don’t work with CTV

Audience Targeting
There is limited 1st and 3rd party data available in OTT, so expect limited scale if choosing to use it
Use the following audience targeting as they are not supported on OTT: lookalike, remarketing, demo, age/gender, conversion tracking, in-market targeting, interest segment targeting

If using a custom bidding agent, use the publisher content and context information passed in bid request
Use most context targeting. Signals such as content attributes, app name, app ID, full episode player, etc. have little or no coverage at all
Use relevant KPIs to optimize towards, such as completion rate, CPCV
Optimize towards irrelevant KPIs such as CTR, CPC, etc.
Use VAST and high quality MP4
Use VPAID, MRAID, FLV, WEBM these are not accepted on CTVs
Use creative up to 30s non-skippable
Use creative >30s or skippable ads
Frequency Capping
If the user ID is passed in the callout, frequency capping can be used
Brand Safety N/A

Use 3P Solutions, most will not work in CTV due to lack of data

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