CTV & programmatic guides
Reference guides on VAST, VMAP, OpenRTB, deal IDs, supply path optimization, and the technical mechanics of programmatic TV.
15 articles in Guide
OpenRTB Best Practices for CTV
CTV-specific bid request fields, deal ID mechanics, floor pricing, and the creative constraints that separate a working integration from a broken one.
VCR vs Completion Rate in CTV
Why CTV completion rates run high almost automatically, where the two terms diverge in contracts, and how to optimize without gaming the metric.
The Programmatic TV Advertising Glossary
From ACR to VAST wrapper depth, every acronym, standard, and technical term in CTV and programmatic TV advertising, defined precisely with examples.
CTV Viewability: MRC Guidelines and VAST 4.2
CTV viewability differs from web display viewability. MRC's CTV standards, foreground app-state confirmation, and VAST 4.2 verification nodes explained.
CTV Ad Fatigue: Causes, Diagnosis, and Fixes
Ad fatigue in CTV comes from device-identifier fragmentation, cross-publisher frequency coordination failure, and creative monotony, not high reach.
LtvAdx vs The Trade Desk: SSP vs DSP in CTV
The Trade Desk is the leading independent DSP; LtvAdx is a CTV exchange and SSP. Where they intersect on OpenPath, UID2, and parallel supply paths.
CTV Political Advertising: Voter File Targeting
CTV political advertising enables household-level voter file targeting, reaches cord-cutters unavailable on linear, and reports accountable turnout data.
CTV Deal ID Mechanics: PMP and PG Deals
Deal IDs are the operational infrastructure of premium CTV programmatic: how PMP and PG deal objects work in OpenRTB, and how priority stacking works.
LtvAdx vs Xandr: CTV Platform Comparison
Xandr brings AppNexus exchange depth, LinkedIn identity, and AT&T-era addressable TV infrastructure under Microsoft — how LtvAdx's CTV-first stack differs.
CTV Creative Best Practices and Technical Specs
Resolution, bitrate, codec, audio loudness, VAST compliance, and creative strategy for the living room: everything needed to produce CTV creative.
CTV Upfront vs Programmatic: Budget Allocation
When to commit upfront, when to buy programmatic, and how programmatic guaranteed bridges both, a strategic framework for advanced TV media buyers.
CTV Reporting and Analytics: Beyond Delivery Counts
Most CTV reporting stops at impressions and average CPM. Auction event logs, household reach analytics, and VCR interpretation go deeper than that.
LtvAdx vs FreeWheel: A Practical Comparison
FreeWheel owns the legacy broadcast ad server market. LtvAdx is built exchange-first for FAST, addressable linear, and programmatic CTV — a fair comparison.
CTV Ad Networks: How to Build and Operate One
A CTV ad network aggregates publisher inventory and packages it for advertisers. This guide covers the technical infrastructure and publisher onboarding.
How CTV Ad Serving Works: A Technical Walkthrough
From SCTE-35 break detection through VAST wrapper resolution, manifest stitching, and beacon firing, the full technical path of a CTV ad request.