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CTV Best Practices

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Connected TV Creative Best Practices

Connected TV devices have a large screen size and support high-definition video creative formats. The following specifications are recommended:

  • VAST: 2.0, 3.0, 4.0 specifications. (VPAID and MRAID are not supported)
  • File format: .mp4 and .mov
  • Resolution: 1920 x 1080 (HD preferred)
  • Aspect ratio: 16:9
  • Bitrate range : 10,000 - 30,000 kbps
  • Max file size: 10 GB
  • Accepted creative lengths: :15, :30

General Requirements and Guidelines

Regardless of the publisher, all creatives must meet the following requirements:

Requirement Description
File format
  • Only MP4 files are allowed for CTV ad placements.
  • FLV and WebM files are not supported for CTV.
File tags
  • Third-party creatives must be VAST tags only.
  • VPAID tags are not supported on CTV.

  • While there is not a specific version of VAST that should be used with CTV creatives, keep in mind that VAST 3.0 and VAST 4.0 are typically less scalable.

    If you're using a standard VAST tag that includes a VPAID component (for example, as part of an API framework), then this cannot cause any issues for your CTV creative. A VAST wrapper with VPAID functionality is not the same as a VPAID wrapper.
Creative file
  • It is a best practice to assign one tag to each creative media asset.
  • Creative file rotation through one tag is not recommended.

Publisher-Specific CTV Creative Specifications

The following are third-party CTV creative specifications:

 

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