Welcome to the true[X] CTV Top Docs page!

This page features important product documentation about true[X] CTV products, platforms, and publishers. Consider this a “living” page so check back often for updates.

Current Administrator: Troy Gruszka (troy@truex.com)

true[X] CTV Products

Have questions about what CTV products are available where? Use this quick matrix for reference.

true[X] CTV Product Matrix

CTV User Experience

What is the user experience?

• Fire TV, Roku, tvOS: A publisher app is downloaded to the user’s CTV device. When watching content within that app, the user is served a true[X] choice card in the first ad pod, and throughout the stream. Completing the true[X] ad skips the rest of the ads in that pod.
• Hulu: Same as above, except user accesses publisher content via the Hulu app.

Play.Works: Publisher app for specific channel(s) is downloaded to the user’s CTV device. When choosing a stream to watch, they are immediately presented with a choice card. Completing the true[X] ad gives the user 24 hours of content with no additional video ads.

true[X] Renderer Basics

Current renderer releases:

• HTML5 Renderer – HTML5 1.2.0
• Roku Renderer – Roku 1.4.0
• tvOS Renderer

Targeting Basics

The targeting grid will be updated as we make advancements in CTV Targeting.

Device	Demo Targeting	Demo Targeting	Demo Targeting	Demo Targeting	Geo Targeting
	1st Party Age/Gender t(T)	1st Party Custom t(T)	2nd Party Age/Gender/HHI (via Pub)	3rd Party DMP (Age/Gender/HHI)	Geo Using IP Address
Fire TV (TAR)	No	No	No	Low	Yes
Roku (TAR)	No	No	No	Low	Yes
tvOS (TAR)	No	No	No	Low	Yes
Fire TV (Innovid)	No	No	No	Low	Yes
Hulu (Innovid)	No	No	Yes	Low	Yes
Roku (Innovid)	No	No	No	Low	Yes

Tagging & Measurement

• Across all CTV (TAR & Innovid), we can append any 1×1 tag alongside an impression tag. Although there’s no limit, for ease of setup it’s preferred to have just one. 
• 3rd party tracking tags:
  • 1×1 pixels – for details see here for specifics on tag & applicable device
  • No Javascript support
• Tag triggers:
  • Billing (true[ATTENTION])
  • QR Code scans (proxy for click-outs as it gets users to site visits/external pages)
  • Video start, video quartiles, video complete
  • Interaction
• We can support multiple tags:
  • Tags fired by triggers. Ex: Different tags firing on billing, this can be appended to one build.
  • We do not recommend targeting tags. Ex: different sets of tags broken out by targeting. This would involve multiple builds.
    • As mentioned in the Targeting section, verifying audiences with 3rd-party measurement is not scalable on CTV currently.
• Brand Lift Measurement via UP//LIFT
  • UP//LIFT is available through our Innovid integrations and tvOS TAR
  • Coming Q1 2021: UP//LIFT on Fire TV TAR and Roku TAR integrations 
• Supported Macros:
  • Innovid: timestamp
  • TAR: timestamp, creative ID, campaign ID, device ID, network user ID, session ID, partner ID, placement ID, currency amount, currency label, ad width, ad height, limit ad tracking
• Fraud
  • We’ve not detected any meaningful fraud on CTV to date
  • We limit frequency by user ID, effectively minimizing fraudulent users automatically through this approach
  • White Ops-based filtering solution that blacklists fraudulent users is in development for CTV and slated for the end of Q1.

Creative Capabilities by Renderer

• Both Innovid and TAR placements utilize templates as well as custom creative.
• Fast Track and Blueprint templates reduce level-of-effort and turnaround times.
• Custom creative for Innovid can go just one level deep, eg: a quiz will react to the input of one question, or branching logic will respond to only one choice.
• Advanced Capabilities are only available on TAR, and some are limited to certain platforms.