What is Video Ad Throttling?
Definition and Purpose of Video Ad Throttling
Video ad throttling is a crucial mechanism in digital advertising that prevents low-performing ads, characterized by low view rates and high error rates, from participating in auctions. This process, primarily managed by demand-side platforms (DSPs), aims to enhance the reliability and performance of video ads, ensuring that only the most effective ads are displayed to users13.
The Impact on User Experience
Ad blocking has become a significant concern within the digital advertising landscape, with approximately 25% of U.S. internet users employing ad blockers. This trend underscores the necessity for publishers to deliver high-quality ads that do not compromise user experience1. By implementing video ad throttling, publishers can mitigate the risk of serving substandard ads, ultimately fostering a more positive interaction with their audience.
How Does Video Ad Throttling Work?
Mechanism of Throttling
Video ad throttling operates by establishing a predefined threshold for error rates. When a video ad’s error rate surpasses this threshold, throttling is triggered, limiting the number of auctions that the ad can win5. For instance, Google enforces such thresholds on its partner inventory to protect publishers from low-quality ads. If an ad’s performance improves, the throttling restrictions are lifted15.
The Role of Metrics
To effectively manage video ad performance, several key metrics are monitored:
- View Rate: The percentage of users who watch the ad.
- Error Rate: The frequency of errors encountered when serving the ad.
By maintaining a balance between these metrics, publishers can ensure that their video ads are both effective and compliant with industry standards.
How to Avoid Video Ad Throttling
Best Practices for Publishers
To minimize the risk of video ad throttling, both sellers and buyers must adhere to specific guidelines:
- Compatibility Checks: Ensure that bid requests align with the inventory type (e.g., skippable vs. non-skippable ads).
- Duration Compliance: Be aware of maximum and minimum duration requirements for video ads.
- Correct Tagging: Utilize accurate MIME types and extensions in video tags to facilitate compatibility across different browsers.
Collaboration with SSPs
Supply-side platforms (SSPs) play a vital role in reducing throttling risks by verifying essential fields with their demand partners. Key factors include:
- Video.mimes
- Video.protocols
- Video.min/max duration
- Video.linearity
- Video bitrate specifications
By ensuring these elements are correctly configured, publishers can significantly decrease the likelihood of their video ads being throttled.
The Importance of Quality in Video Advertising
Video ad throttling serves as a protective measure within the digital advertising ecosystem, benefiting both publishers and advertisers by promoting high-quality content. By understanding and implementing best practices for managing video ads, stakeholders can enhance user experience while maximizing revenue opportunities.
Final Thoughts on Future Strategies
As the landscape of digital advertising continues to evolve, staying informed about mechanisms like video ad throttling will be essential for success. Publishers should prioritize quality and compliance to navigate this complex environment effectively.