13 August, 2020

Server-Side UnwRAPping in the HOUSE! 😎

Ch-ch-ch-check it out. You know East-side rapping, West-side rapping, but whatchu know about server-side unwrapping?

Image of a man on stage rapping into into a crowd. He shouts, When I say server, you say side! The crowd responds with the word, SIDE!

Yo yo yo smartclippers, 

It’s Product Market-I-N-G, you know how we do.

Here’s a lil’ something for the smart-believers.

For the overachievers.

You know we never be lacking.So throw yo’ hands up cuz we support server-side unwrapping 🎤

Say what?

You know East-side rapping, West-side rapping, but whatchu know about server-side unwrapping? Broadcasters and publishers will really dig this new service, dogg. 

Server-side unwrapping is the new service on the block, here to solve creative duration restrictions and make time-based ad selection possible for programmatic demand. Time-based ad selection, introduced last year, has helped solve requirements for ATV, but has only been usable for IO campaigns. 

Now, when a video creative restriction (defined in smartx or via a URL parameter) is determined by the ad server, the settings will not only be forwarded in a bid request to DSPs, but will also be enforced with the help of the server-side unwrapping service. So, when a broadcaster has strict ad duration rules (as they often do), the unwrapping service will make sure we adhere to those restrictions. By ‘unwrapping’ the VAST wrapper creative, all relevant information from the response is read and cached to make sure non-applicable creatives are excluded from the selection. Word up, server-side. Much respect. 

With the ability to check VAST wrapper responses for IO campaigns and programmatic deals, server-side unwrapping opens up those golden gates for programmatic demand! This makes this feature usable for every broadcaster and publisher. It also closes the gaps left from the previous implementation to enable ad pod delivery on a duration basis as an alternative to the time-based pod delivery we already offer. Media owners – raise the roooof! 

This is only the first version of server-side unwrapping. You’ll be the first to know when enhancements to this feature hit the street. So stay tuned, homies, and keep feelin’ that beat.

Yours in smartx updates and keepin’ it rizzle fo’ shizzle 😎,

smartclip Product Marketing Team

Nicole is the Commercial Product Manager for smartclip Europe, bringing 8 years of adtech and digital marketing experience. A US native turned Dutch expatriate, Nicole’s programmatic journey includes publisher account management in the Benelux and Nordic regions, digital marketing strategy for media agencies, as well as product marketing for a pan-European audience. An explorer at heart, Nicole loves to travel and experience new cultures and cuisines.

Nicole Gallegos
Commercial Product Manager