OTT Video Content Monetization Checklist

Here’s the approach that OTT / CTV / Gaming and Mobile Publishers should take in order to take control of their inventory monetization:

1] Solution and Technical Architecture:

It is critical to understand the entire ad serving flow and its various aspects. For example:

• How is the ad sever being called?
• Where are video assets stored?
• Where are price floors set up?
• Where are cue points / ad calls set up?
• How many hops are there between ad call and creative delivery?
• Where are campaigns set up?
• Where is optimization done?
• What are the various discrepancy points, etc.?

2] Cost Structure:

• Ad serving costs
• Platform fees
• Hosting costs

3] Demand Management:

• Track total supply (ad inventory / ad opportunities)
• Calculated current fill rate and fill mix (which type of demand and demand partners are buying inventory)
• Following must be in place in order to take over Demand Management (Ad Sales):
  • Contacts with Brands and Agencies
    • Programmatic
    • Direct
  • Programmatic integrations with DSPs to sell ads using programmatic channels
  • Controls to prioritize campaigns (Header bidding / Waterfalls) and set price floors

4] Reporting and Analytics:

• Holistic tracking of supply across all channels
• Track Revenue, eCPM, Fill, Profitability, Discrepancy by Channel, Demand Partner, Inventory Type, Geo, etc.
• Track campaign fulfillment:
  • Pacing
  • Performance
  • Discrepancy
• Demand Partner (Agency / DSP) performance
• Billing and revenue reconciliation

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