Ooyala Pulse Video Advertising Platform

Ooyala Pulse is Ooyala's sell-side video ad serving platform for broadcasters and premium publishers who run a video advertising business. It provides a holistic approach to ad serving allowing you to manage, serve, and optimise your ad delivery across direct and programmatic sales channels, all within a single user interface. This offers greater visibility and control of the ad inventory across sales channels, and more insights to maximise demand and yield for every impression. Ooyala Pulse is responsible for deciding which video ads to show on available inventory, then managing and delivering the right ads based upon preset campaign guidelines, all while ensuring you get the best price for every impression. Ooyala Pulse can also function as a 3rd party ad server, meaning you can extract a VAST URL from Pulse and implement it in other ad servers. For more information, refer to Ooyala Pulse as 3rd Party Ad Server.

Ooyala Pulse's video ad serving includes:

Component Description More information
Campaign Management Ooyala Pulse provides you with one user interface to:
  • create your direct and programmatic campaigns, and set campaign delivery goals
  • configure private marketplaces and add deals
  • review the creatives seen for the first time through real-time bidding by using blacklist or whitelist mode to closely control which creatives can be displayed against video content
  • create ads of various formats
  • create sponsor ads
  • select devices to target
Campaign Optimisation Pulse offers a range of features to help optimise your campaign performance, for example:
  • Campaign and goal priority: Use this to specify the importance of the campaigns/goals picked for delivery on a scale from 1‐10, where 1 is the most important.
  • Campaign and goal delivery mode (Frontload): A feature intended to give you more manual control over the delivery pacing, which is otherwise completely controlled by Pulse's internal delivery algorithm that tries to deliver all campaigns evenly over time by forecasting future available inventory.
  • Insertion policies: Customise ad load, the duration of the ad break (time based breaks), the frequency and behaviour of non-linear ads in breaks, and the skip ad button behaviour based on targeted content, tags, or content and tags.
  • Passbacks: When using 3rd party ad sources, increase your fill rate by providing extra chances for an ad to be actually displayed to a viewer.
  • Delivery pacing: Control the delivery pacing of goals experiencing under-delivery or over-delivery issues.
  • Global, campaign, and goal level targeting: Optimise the delivery of your campaigns based on content, tag, geography, time of day/day of weak, IP, browser/OS, and audience.
  • Frequency capping: Limit the number of times the same user sees a specific ad in a certain time period. You can use combinations of capping settings to create rules such as "five times per day, but max twice per hour".
  • Targeting templates: Simplify your work by creating the targeting once, and then applying it to your campaigns or goals.
  • Ad weight: If there are multiple ads of the same ad format in one goal, and one of the ads needs to run more frequently, add a weight to that ad to specify how often it should be picked.
  • Cross-platform ad delivery: Deliver your campaign across multiple platforms or create one ad per platform within the same goal.
  • Automatic eCPM Optimisation: Allow campaigns with a higher eCPM value to be selected before campaigns with a lower eCPM.
  • Campaign mode (normal or exclusive): Decide whether other campaigns should be displayed in the same content session or should a specific campaign have exclusive rights to the entire content.
  • Goal mode (normal or sponsor): Decide whether ads from a goal should be used for regular commercial campaigns and populate a number of ad positions in an ad break, or they should be used for extra sponsor messages and delivered closest to content (directly after pre-roll and mid-roll ad breaks, and before post-roll ad breaks).
  • Goal sequencing: Ensure that a specific ad is served in sequence after another one when a campaign has a storyline with two or more different ads that should be shown to a viewer in a specific order.
  • Break exclusivity: Ensure that an ad of the goal, if selected, is the only ad within the ad break. This does not affect sponsor ads.
  • Global pixel tracking: External tracking by systems other than the Pulse tracking over all the campaigns and ads. All events available in Pulse, for example impressions, clicks and quartiles, can be tracked in this way.
Campaign Monitoring Monitor the campaign status, goal fulfilment and performance data to make better-informed business decisions. The Campaigns Overview lists all campaigns and their current performance with real time data. Pulse delivers campaign monitoring capabilities through campaign notifications, campaign and goal status icons, and campaign and goal progress bar.
Content Category Management Organise your video content structure by creating content categories and subcategories. Target campaigns to specific content on your site, customise ad insertion by any part of the site, and most importantly - break down the reporting by part of site.
Client Management Advertisers, agencies, and brands are a part of the ecosystem around your ads. You can associate any campaign with all of these client types, which allows you to track a report on progress for these organisations. Pulse also helps prevent advertisers (direct and programmatic) or brands from clashing with each other during an ad break. When clash protection is enabled for a client, ads from that client are not shown together with ads from other clients in the same client category, which means if one client's campaign gets picked, the other client's campaign is automatically discarded for further ad selection during the entire content duration or during an ad break, depending on the setting. By defining and populating the Client Categories you avoid these types of client clashes.
The Distribution Engine The Pulse Distribution Engine uses a delivery algorithm which takes numerous pieces of data into account (for example, goal type, targeting and prioritisation, site traffic, insertion policy settings, ad weights, and clash protection) when deciding which goal to pick and which ad to display. Pulse's strength lies in its strategy to deliver campaigns dynamically over the campaign period by using real-time data which is recalculated in every ad call. It is also responsible for:
  • making sure all goals reach their delivery goal
  • distributing the delivery evenly across campaigns and time
  • avoiding under- and over-delivery
  • distributing ads from different goals according to the different distribution and prioritisation layers
  • maximising your revenues and delivering on your advertiser commitments.
Holistic Ad Decisioning Ooyala Pulse allows direct-sold campaigns and programmatic campaigns to compete on an impression-by-impression basis by evaluating each ad opportunity, looking at price, campaign priorities, and delivery status in real time to make the optimal decision. The winning ad is selected without compromising the goals of the direct-sold or guaranteed campaigns. The impressions previously reserved or restricted to a specific direct advertiser relationship can now also compete for the programmatic demand on an impression by impression basis.

You can configure both your direct and programmatic campaigns to use any of the available delivery goal types in Pulse, which means the existing Pulse Distribution Engine logic is also applied to programmatic campaigns during the ad decisioning process.

Contact your Account Manager for detailed documentation around Pulse Holistic Ad Decisioning.
Pulse Audience Management A data management platform (DMP) integration with Ooyala Pulse Audience Management allows you to target users based on 3rd party data directly through the Pulse platform. Audience targeting is a way to target certain audiences by requesting ads with specific audience parameters. A very typical case is age and gender, where age and gender are two different parameters of the same targeting. This enables you to send gender together with an age, making it possible to deliver a campaign to the desired audience.
Asset Management and Device Awareness The Asset Factory in Pulse provides an automatic transcoding service with device detection and asset delivery so ad booking becomes device agnostic and video clients always get the most optimal video asset for their situation.
Simulation-based Holistic Forecasting Pulse forecasts future ad inventory based on historical user traffic, historical programmatic performance, and current campaign and account settings by using a simulation based forecasting approach. This means that during a forecast, the forecasting engine simulates ad delivery by fast-forwarding the same ad decisioning engine, which will later deliver the ads, through a future inventory based on historical user data. It includes the programmatic performance by looking at historical win rate and calculates the average settlement price for every programmatic marketplace competing in the forecast, and resolves the selection decision accordingly. The result is more realistic and accurate than a traditional calculation or mathematical model based approach. The simulation engine is used for:
  • forecasting inventory across every sales channel,
  • forecasting how much inventory is reachable for a new goal you want to run,
  • and projecting delivery for running campaigns and goals.
Analytics Ooyala Pulse offers a range of reporting tools designed to give you total insight into the performance of your video inventory. You can measure and optimise direct sold, ad network deals, and programmatic campaigns in a single platform. The data source is consistent for all tools, however the data is processed and presented differently to match many distinct use cases. As you incorporate insights into your business decision process, you can increase fill rates, drive up auction competition, and ultimately increase ad revenue.
Pulse Player Integrations Video players allow publishers to play video content across various internet connected devices, such as computers, mobile phones, tablets, smart TVs, and streaming devices. The role of the video player in Ad Tech is to fetch and playback the ad content. In order for your player to work with Pulse, it needs to be integrated using our player integrations, like Pulse SDKs and plugins. See table below for more information.
Pulse REST APIs To integrate with a standalone booking system that handles both display and video campaigns, use Ooyala Pulse REST API which is organised around the main resources available in the Ooyala Pulse user interface. This enables you to use this API to retrieve and alter items in the UI, with limitations. See table below for more information.
Table 1. Pulse Player Integrations
Player Integration Description More information
Plugins Plug and play catered to a specific video player, all possible ad serving features available in each plugin.
Pulse SDKs High level SDKs to integrate ad serving from Ooyala Pulse into your video player application. Simple event driven integration, linear and pause ads possible. Pulse SDKs are available for:
  • Android, to integrate in your native Android application.
  • iOS, to integrate in your native iOS application.
  • tvOS, to integrate in your native tvOS application.
  • HTML5, to integrate in your web based player, which can run on any platform through a web browser.
Core SDKs Low level SDKs to integrate ad serving from Ooyala Pulse into your video player application. Full control, but must implement all ad selection and playback logic, all tracking and error handling logic.
VAST and VMAP If you have little to no control over the video player, your only option is to integrate through direct VAST or VMAP requests if the player supports it.
Table 2. Pulse UI Integrations
Pulse REST API group Description More information
Account Management APIs The Account Management APIs include endpoints for configuring and manipulating your Ooyala Pulse account settings, ad serving settings, the clients you work with, and your targeting templates, before you actually start booking campaigns.
Campaign Management APIs The Campaign Management APIs include endpoints for successfully booking a campaign, as well as managing any campaign and goal targeting rules. Each campaign consists of goals, and each goal consists of ads, to which you upload assets.

The Campaign Management APIs also include a series of performance endpoints, which are meant to quickly retrieve performance metrics and information for your campaigns, goals and ads. These endpoints allow you to build your own interfaces to view the information in your account.

Forecast API The Forecast API includes endpoints for managing your campaign and inventory forecasts, as well as the projected delivery of all active goals. A forecast is a prediction of future conditions based on past and present data. In this context, Pulse forecasts future ad inventory based on historical user traffic, and current campaign and account settings.
Custom Reporting API The Custom Reporting API offers a powerful tool to pull complex reports from Ooyala Pulse, within limits. You can generate reports as you need them, without having pre-existing report definitions.
Audience API The Audience API allows you to retrieve audience data provider information. Audience targeting is a way to target certain audiences by requesting ads with specific audience parameters. A very typical case is age and gender, where age and gender are two different parameters of the same targeting. -

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