Overview: The following information is pertaining to how the IRIS.TV Contextual Video Marketplace activates contextual data to enable publishers to activate contextual private marketplace deals.
Activating Contextual Segments as Key Value Pairs
IRIS.TV will store contextual data partners segments as 3rd party meta-data on each video's asset record in the IRIS.TV system
When a video is viewed IRIS.TV will send contextual data partners' segments to the publishers ad call in the form of comma-separated key value pairs
A sample of IRIS.TV Context API response:
{
"success": true,
"video_info": {
"iris_id": "iris_098eiman91",
"context": [
"context_1",
"context_2",
"context_3"
],
"iris_id_expires_at": 1588636800
}
}
Once the IRIS.TV Context API has sent the key value pairs, the publisher can pass those values to their supply-side platform in the “iris_context” custom macro
The SSP can then utilize the custom macro to define any necessary private marketplace targeting. SSPs can target one or many segments allowing for flexible PMP set up
Once the SSP has set up the PMP a Deal ID will be created enabling the DSP to target the curated supply via the brands DSP Seat ID
When live the publisher will have their supply accessed via their preferred SSP partner.
Passing the “context” Values Received from IRIS.TV as a Custom Key Value Pair into the Initial Ad Request
Prerequisite: Your ad server must support passing custom key value pairs that flow through the demand chain using macros
It is expected to pass the segments as comma separated values to the “context” key
In GAM, custom key value pairs are passed using the “cust_params” parameter either manually or through the IMA SDK
To manually add “cust_params” to your GAM calls please consult the following documentation provided by Google: https://support.google.com/admanager/answer/1080597 [Note: it is required to encode certain characters within the “cust_params” section]
To add “cust_params” through the IMA SDK, please reference the documentation specific to the version of the IMA SDK you are working with
Example of manual GAM ad request with “cust_params” populated [Note: this request has been simplified and truncated]:
https://pubads.g.doubleclick.net/gampad/ads?iu=231779945/Ad_Unit_2&env=vp&gdfp_req=1&output=xml_vast4&sz=640x480&vid=6026440620001&cust_params=context%3De883d22ce29c85f9e910281d2a410c5bad77a098%2Cgs_sport_basketball&sdkv=h.3.384.1&osd=2…
If you are not using GAM, please consult your ad server’s documentation to learn how custom key value pairs are passed in the ad request
Passing the Values in the “context” Custom Key Value Pair from the Ad Server to Your Demand Partners
If your demand partner is being called directly by your ad server, you will need to ensure the custom “context” key and all values flow through from your initial ad request to your demand partners
This is done using macros inserted into your demand partner ad tags that reference the “context” values passed to your ad server
Your demand partner should specify which key in their ad request needs to be populated with the “context” values, as this will be different from partner to partner
In GAM, “cust_params” are pulled out and passed to demand partners using the Pattern Match Macro
Google documentation on the Pattern Match Macro can be found on this page: https://support.google.com/admanager/answer/2376981?hl=en
Telaria uses the key “c4” to pass context values in their requests. Here is an example of a Telaria tag populated with GAM’s Pattern Match Macro that will pull out the “context” values sent in the cust_params section of the initial ad request:
https://5tmwh-tr5hk.ads.tremorhub.com/ad/tag?adCode=5tmwh-tr5hk&playerWidth=%%WIDTH%%&playerHeight=%%HEIGHT%%&playerPosition=preroll&videoTitle=%%VIDEO_TITLE%%&videoId=%%VIDEO_ID%%&c4=%%PATTERN:context%%&srcPageUrl=%%REFERRER_URL_ESC%%…
If not using GAM and Telaria, please consult your ad server on which macros to use to pass the “context” values, and consult your demand partner on which key to populate those values into