Connected TV (CTV)

TV set that is connected to the internet via native applications such as Smart TVs or via external streaming devices such as Roku, Apple TV, Amazon Fire TV Stick; internet-enabled gaming consoles such as Xbox and Playstation; internet-enabled Blu-ray/DVD players.

Benefits include its high viewability, the opportunity for long-form content, and the large screen size.

Deliverables

Ad components	File type	Dimensions	Max file size
Video	MOV, MP4	1920 x 1080 1920 x 1080/1280 x 720 (16:9) OR 1440 x 1080 (4:3); 4:2:2 color space	300 MB

Available Features

Ad components	File type	Dimensions	Max file size
Pattern (Selected by Yahoo Creative Studio, Ads Team)	—	—	—
CTA Copy/Graphic (e.g. “scan now” or “get offer”)	—	—	—
Hex Color (e.g. Yahoo purple: #430297)	—	—	—
Background Color (Choose light or dark configuration)	—	—	—
Font Type (No customization allowed)	—	—	—
(Optional) Brand Logo	PNG	Up to 20% of the code’s center	5 MB

Creative Best Practices

Clear & Concise CTA: Provide users with a clear benefit or incentive to scan. (i.e. "Scan to win", "Scan to enter" etc.)

Cohesive Messaging: Try to focus on one key message in the creative experience.

Large QR Code: Increased size of QR Code generates better engagement. (i.e. iCTV QR code should be 400px or larger).

Time Displayed: QR code on the ad for as long as possible. (i.e. the entire length of the ad or at least 30 seconds for long form video).

Use Black and White Colors: A standard black and white QR code is more recognizable to users and more intuitive for them to scan.

General

These specs accommodate the highest-quality file supported by our publisher partners. Our DSP will transcode the file to match individual publisher requirements. Work with your Sales POC for individual publisher specs when required.

Screen Support

Smart TVs
Gaming Consoles (such as Xbox and Playstation)
Streaming Devices: Apple TV, Roku, Amazon Fire TV, and Chromecast

3rd Party Served VAST

Requires VAST non-skippable ads

IAB VAST 2.0 and 3.0 supported: Confirm with publisher regarding which VAST version is supported.
Frame Rate: 30 fps (29.97 fps) or 24 fps (23.976 fps); Based on native frame rate. Constant frame rate only.
Bitrate: Constant Bitrate (CBR) 15-60 Mbps Accepted: Variable Bitrate (VBR) 15-60 Mbps Note: 1,000 kbps = 1 Mbps
Audio: 192 Kbps minimum 16- or 24-bit only 48 kHz sample rate

Wrappers

Best practice is to keep creatives unwrapped, as some publishers do not allow wrapping

If wrapping is required, no more than 3 wrappers are allowed. Suggest removing the following:

Pre-bid viewability
Brand safety filters
IAS Blocking (use monitoring instead)
Negative keyword targeting

Note: VAST tag must not have browser, geo or any other targeting on the 3rd Party side

Supported SSPs/Exchanges

Adx
Beachfront
FreeWheel
OpenX
Pubmatic
Rubicon
SpotX
Telaria
Verizon Media Video Exchange
Xandr

Targeting & Measurement

As an emerging format that operates in a cookieless environment, there are still industry-wide limitations with respect to targeting and measurement. Additionally, the industry is increasingly fragmented with the proliferation of OTT devices.

Ad Vendor

Ads must be site served or served by an approved vendor.

3rd Party Ad Tags & Trackers

Approved 3rd party vendors are allowed to serve select ads. To find out which ad formats are approved to serve via 3rd party, reach out to your Sales POC.

Approved 3rd party vendor trackers (e.g. click, impression, etc.) are allowed across ad formats.

For a list of approved 3rd party vendors, please visit the 3rd Party Vendor List.

Ad Policies & Guidelines

Ads must comply with Global Yahoo Advertising Policies.

HTML5 Guidelines

HTML5 ad specifications must follow HTML5 Guidelines.

SSL Compliance

Ads & 3rd party vendors must be secure and SSL compliant.

Creative Submission Timelines

Refer to Creative Submission Guidelines for ad design & build SLAs.

Xbox - CA

DSP

Xbox - U.S.