Skip to main content

The AdOps CTV Playbook: From Setup to Success (With Smiles Along the Way)

Your comprehensive guide to launching CTV campaigns that work—written by an AdOps specialist who's made (and learned from) every mistake so you don't have to

Welcome to the CTV Adventure!

If you're reading this, you've either drawn the short straw for CTV duty or you're genuinely excited about big-screen programmatic. Either way, welcome! This article is here to turn CTV from "mysterious beast" into "campaign I'm actually proud of."
Let's build something awesome together.

The Four Paths to CTV Glory

CTV inventory isn't one big pool—it's four distinct rivers. Choose your route wisely.

Path 1: EMP Supply (The Reliable Workhorses)

Equativ, Pubmatic, Xandr, OpenX—these are your tried-and-true partners.
Your checklist:
  • [ ] Verify country is enabled in supplier settings (critical!)
  • [ ] Export available inventory or request from team
  • [ ] Create deal in supplier platform
  • [ ] Approve under Private Marketplace in Eskimi DSP
  • [ ] Double-check traffic flows before launch
The "gotcha" to avoid: A deal can exist but show zero traffic because the country wasn't enabled. Always verify, never assume.

Path 2: Magnite (The Request-Only VIP Lounge)

The process:
  1. Check existing inventory: http://bit.ly/3EpDhdz
  2. Country missing? Email dsp-support@magnite.com
  3. Speed hack: Fill bit.ly/3NFbIiz first, mention BidSwitch seat ID 364
  4. Wait 2-3 days (up to 1 week)
  5. Senior AdOps whitelists via BidSwitch Targeting Groups
  6. Approve in DSP
  7. Add to shared tracking file (new tab, keep it organized!)
Pro tip: Magnite operates on its own timeline. Build buffer time into your campaign planning. Rushing Magnite is like trying to hurry a soufflé—it doesn't work and makes everyone sad.

Path 3: FreeWheel (The Premium Experience)

The process:
  1. Check inventory: http://bit.ly/3CM24YZ (EU5 + US heavy)
  2. Missing your market? Email the squad
  3. Wait for deal details
  4. Senior AdOps whitelists via BidSwitch
  5. Approve in DSP
  6. Update tracking file
Geographic reality: Strong in EU5 and US. Outside those? Ask first, hope second. We've confirmed limited scalability in Africa and parts of APAC.

Path 4: The Game-Changers (No PMP Required!)

Plot twist! We recently unlocked direct CTV supply (Thanks Roberta). This changes everything.
TCL - Eskimi Exchange (Your New Best Friend)
Why it's exciting:
  • No PMP deal needed 🎉
  • Direct connection = better pricing
  • Not just TCL apps—they sell broader inventory too
The targeting trick:
  • TCL-only: Use whitelist, upload CSV (no country filtering)
  • Broad CTV reach: Target without package restrictions
The CSV: Grab the TCL app list → Upload when creating package → Skip country filtering → Profit
Bigo & Eskimi Exchanges (The Mixed Bag)
The setup: CTV inventory mixed with display, regular video, etc.
The golden rule: Target "Connected TV" device type religiously. Otherwise, you're optimizing for smartphones and wondering why your CTV metrics look weird.

The Great Device Classification Mystery (Solved!)

The drama: CTV campaigns on TCL and Android-based Smart TVs were under-delivering. Campaigns looked live, but impressions were anemic.
The villain: Our system automatically assigned all Android OS devices to "Smartphone" device type. Even the ones sitting in living rooms as actual TVs. Oops.
The hero moment: Roberta and team identified the root cause—old parsing rules that didn't know Android TVs existed.
The fix: Device classification logic corrected. Full data sync takes 2-3 days (devices show as smartphones temporarily, then update).
Your takeaway: If numbers look funky in the first few days, that's probably why. Document it, communicate it, and wait for the sync to complete.

Creative Specs: The "Get It Right the First Time" Guide

CTV creatives aren't complicated—they're specific. Like a recipe where substitutions ruin the dish.

The Master Checklist

Spec The Rule The Consequence of Breaking It
Format MP4 Nothing works
Resolution Full HD 1920x1080px Pixelated mess on big screens
Orientation Horizontal mandatory Vertical = 90% less inventory
Duration 30 seconds optimal, 60s max Longer = fewer ad opportunities
File size 45MB recommended, 100MB max Slow loading, rejected by publishers
The horizontal vs. vertical reality: Yes, we technically support vertical. But inventory is so limited you'll spend your days explaining low delivery. Horizontal is your hero. Vertical is your "nice to have, maybe, if the stars align."

Tracking: Keep It Simple, Keep It Working

❌ What breaks everything:
  • VPAID tags (pretty please, don't)
  • OMID (viewability tracking? Not in CTV land)
  • Third-party verification (DV, IAS—leave them home)
✅ What actually works:
  • 1x1 impression pixels (creatives or campaign level)
  • Lumen tracker (CTV-specific format)
Lumen Tracker for CTV: Your Measurement Lifeline
The context: Traditional viewability tracking doesn't work in CTV. No VPAID, no OMID, no third-party verification. But we still need to prove value to clients—enter Lumen.
Justina, our Lumen specialist, made it simple:
"Please note that if you will be running any CTV campaigns, you can use Lumen tracker as well—there is a separate Lumen tracker for CTV format. Let me know if you will need any help with this."
When to activate: Every CTV campaign where you need credible measurement. Which is... every CTV campaign.

The Setup in Three Moves

Step Action Output
1. Create Set up a separate Lumen measurement specifically for CTV Dedicated CTV tracking instance
2. Export Grab your Lumen tag for CTV format Raw tracking code
3. Wrap Wrap your video into the Lumen tracker Clean VAST URI for creative link
The result: A measurable CTV campaign that talks the same language as your other channels.
The viewability conversation: CTV doesn't track viewability. Not "we choose not to." Not "it's complicated." It literally doesn't work. Even with Lumen, set expectations clearly, early and often. Focus on attention metrics, completion rates, and view-through data.

Targeting: What Works, What Doesn't, and Why

The "Yes, Please" List
  • ✅ Placements (specific apps)
  • ✅ Locations (country, city)
  • ✅ Technical attributes (device type, brand, model, operators)
The "Nice Try, But No" List
  • ❌ Behavioral segments
  • ❌ Age and gender demographics
  • ❌ Interest categories
For TCL/Bigo/Eskimi exchanges: "Connected TV" device type is your north star. Use it. Love it. Never accidentally target "Android Smartphones" again.

Reporting: Show the Good, Hide the Impossible

Include These (They Make You Look Good)

  • Standard delivery: impressions, reach
  • Video performance: quartiles, midpoint, third quartile, complete, VTR, CPV, views, pause/resume
  • Inventory breakdown, operator analysis, device price segments
  • App/site performance, location widgets

Exclude These (They Don't Exist or Don't Matter)

  • ❌ Viewability metrics (not supported)
  • ❌ Gender and age breakdowns (not collected)
  • ❌ Device platform aggregations (irrelevant for CTV)
  • ❌ Exchange-level reporting (mostly PMP world)
  • ❌ Placement position data
Pro tip: Build your report template once, save it, reuse it. Consistency looks professional and saves brain cells.

Launch Sequence: From Zero to Live

Pre-Launch Verification (The "Did I Remember Everything?" Dance)

  • [ ] Inventory secured (PMP approved or using no-PMP exchanges)
  • [ ] Creative specs validated (horizontal, 30s, MP4)
  • [ ] Targeting realistic (device type = Connected TV)
  • [ ] Client briefed on "no clicks, no viewability" reality
  • [ ] Budget pacing appropriate for inventory constraints
  • [ ] Timeline buffer built in (1 week minimum for PMPs)

Post-Launch Monitoring (The "Stay Sane" Routine)

Daily checks:
  • Delivery pacing (CTV can be... temperamental)
  • Video completion rates (your primary KPI)
  • Placement performance (optimize toward winners)
Weekly habits:
  • BDM communication (prevent panic, build trust)
  • Documentation (today's "huh" is tomorrow's "pro tip")

War Stories: Learn From Our Battle Scars

Table
Copy
The Fail Why It Hurts The Prevention
"I forgot the PMP" Campaign launches... never Calendar reminders, checklists, ritual chanting
"I added VPAID" Zero tracking, angry client 1x1 pixels only. Tattoo it on your hand.
"I targeted Smartphones" Mobile impressions, no CTV Device type = Connected TV. Always.
"I promised viewability" Impossible to deliver Educate early, exclude from reports
"I used vertical as primary" 10% of expected delivery Horizontal hero, vertical "maybe"
"I didn't check #ctv" Missed updates, duplicated work Slack first, email second

Your Support Network (We're All in This Together)

The CTV Oracle: @Asif (AdOps Lead—he's seen your error before you made it)
Lumen Tracking Wizard: Justina (CTV-specific setup)
Market Availability Guru: Akvile (TCL/Bigo/Eskimi country enablement)
Your Coordination Hub: #ctv Slack channel (ask early, ask often, no shame)
Supplier Contacts:

The Bottom Line: You've Got This

CTV isn't scary—it's just different. Like learning to drive manual after automatic. Clunky at first, then second nature, then you can't imagine going back.
Your new superpowers:
  • Four paths to inventory (choose based on speed vs. scale needs)
  • No-PMP options for urgent campaigns (TCL, Bigo, Eskimi)
  • Creative specs that won't fail you
  • Targeting that actually works
  • Reporting that tells the right story
Your mission: Launch campaigns that deliver. Document your wins and your "interesting learning moments." Share generously in #ctv—today's struggle is tomorrow's shortcut.
Now go make some big-screen not boring! The living rooms of the world await. 🚀📺
P.S. — Found a new quirk? Discovered a hack? Share it in #ctv. We're building this playbook together, and your experience makes us all better.
Back to top