What is a Marketplace Connection?
A Marketplace Connection is an entity within the Video SSP platform used to communicate and sale ad opportunities to a specified Marketplace.
Note: For further details, please see What is a Video SSP Marketplace.
Marketplace Connections include specific criteria settings to identify the supported technologies and types of ad opportunities being provided by the Publisher to match appropriate ad responses.
After a Marketplace Connection has been set up in the system, it is possible to produce a Marketplace Connection tag that can be implemented into any Oath or 3rd Party video player.
When that Player reaches an Ad Opportunity, it will trigger a request to the Marketplace Connection tag to return an advertisement response.
The following diagram shows the basic concept of Marketplace transactions. On the left-hand side, you can see that Publishers will be able to sell their Ad Opportunities within the Video SSP Marketplace using a Marketplace Connection. On the right-hand side, you can see that Buyers (such as: Advertisers, Ad Agencies, and Resellers) connect their digital advertisements to the Marketplace using another entity called a Campaign.
How Marketplace Connections Work
The following diagram and description are numbered in order to explain more easily how Marketplace Connection Tags operates:
Follow the numbered items in the diagram with their corresponding explanations below:
- It all starts when creating a Marketplace Connection entity within the Video SSP platform. Each Marketplace Connection (also known as MPC), requires you set a specific set of criteria that will define the main characteristics of the ad requests coming from the Player on the publisher's sites.
These criteria include request information such as:
- Device type - Desktop, OTT, Mobile (App/Web) etc.
- Publisher domains.
- Player supported formats VAST or VPAID.
The Marketplace Connection also serves as a validator, as it filters out ad opportunity requests that do not match the defined criteria you gave previously.
- After the Marketplace Connection has been saved, you can generate a Marketplace Connection tag. This tag is a URL address that includes several query string parameters and values used to transfer information to the Video SSP platform when a player sends an ad request. The Marketplace Connection tag is then placed in an AOL or any 3rd party player that supports ad requesting (the arrow highlighted in orange).
- When the player on the publisher's site reaches an ad opportunity, it sends out an ad request to the Marketplace Connection tag (highlighted in black). This request includes important information such as the device type, opportunity type (Pre/Mid/Post-Roll) and other important information for the Marketplace Connection to evaluate.
- If the ad request matches all of the criteria defined in the Marketplace Connection, the request is then passed to the any of the assigned Marketplaces linked to this connection.
A Marketplace Connection can be linked to more than one Marketplace environment, allowing the ad request to be offered for sale in multiple places.
Note: In this example, we noted all the main Marketplaces available within the platform. But in reality, you will usually be connecting to OVM and perhaps other PMPs if you have any direct Deal IDs with specific Advertisers or Ad Agencies.
Once the ad opportunity has been sold to the highest bidder, an ad response is sent all the way through the chain back to the player with an advertisement to be displayed.
- Ad requests made by a player must match the defined Marketplace Connection criteria otherwise they will not be eligible for any sale in Marketplaces. For further details, please see Video SSP Ad Request Eligibility.
Example: If your Marketplace Connection is set to accept Mobile App ad requests only and your Marketplace Connection tag passed an ad request from Desktop, the ad request will not be allowed into the Marketplace for sale.