Ad Insertion Policy

This page explains the configuration of the old category-based Ad Insertion Policy. If you are using the new Insertion Policy, see Insertion Policy.


An insertion policy defines the foundation for your ad serving settings, enabling you to specify:
  • the content form that the policy will apply to
  • tag and category targeting (only in the new Insertion Policy feature)
  • device targeting
  • the allowed ad formats
  • the number of linear ads in breaks (pre-, mid-, post-, and seek-rolls)
  • the duration of the linear ad break (Time-based breaks)
  • insertion rules for up to 10 mid-roll ad breaks (only in the new Insertion Policy feature)
  • the minimum time between linear ads (Time-based frequency cap)
  • the frequency and behavior of non-linear ads in breaks (overlays)
  • the Skip ad button behavior

In Pulse, you can configure a unique ad insertion policy on any category of your content to control the ad serving down to individual content level. The settings for a category are propagated to all sub-categories, but you can choose to override these settings on any sub-level.

New versus old insertion policy

Currently, there are two features in Pulse dealing with insertion policies:
  • The new Insertion Policy is available both through the Pulse UI and API and enables you to create insertion policies targeted against tags, categories, or a combination of tags and categories, and it supports advanced mid-roll break management. This flexibility allows you to reduce the amount of insertion policies you need to create.

    When the new insertion policy is selected by Pulse, it overrides the old category-based ad insertion policy.

  • The old category-based Ad Insertion Policy is available only through the Pulse UI and enables you to configure a unique ad insertion policy for each category and device container combination, and optionally apply it to content play length (short or long form).

    This means you cannot reuse the same insertion policy, which can lead to many duplicates, and any changes you want to make have to be separately entered for each category, device container, and content play length combination.

    The old functionality remains unchanged if you are not using new insertion policies, and acts as a default if you are using new insertion policies, but none of them match the parameters coming in the ad request.

If you need more flexibility with creating, editing, and reusing insertion policies, you should start moving to the new Insertion Policy functionality.

Configure an Ad Insertion Policy


Insertion policies for linear ad breaks are not affected by sponsors, with the exception of the time-based frequency cap setting, and possibly the time-based break settings.

See Sponsor ads for more information.

  1. Go to Account (Pulse account icon).
  2. Click on the insertion policy (cogwheel) icon, or choose Ad Insertion Policy Settings from the desired category's menu. The following page opens up:

    Ad insertion policies page

  3. Override parent policies: activate the button to be able to configure the desired insertion policy, otherwise all the settings are greyed out. The settings for a category are inherited to all subcategories, but you can choose to override these settings on any sub‐level by activating this button.
  4. Device containers: on the left, choose a device container from the list to configure ad insertion policies for a specific device container you want to target.
    Note: Insertion policies are not inherited across devices.
  5. Use different insertion policy for short/long form content: enable if you want to use different insertion policies for short and long form content. If you do not activate the button, it defaults to short form insertion policy.
  6. Spot settings:
    1. Enabled: enable or disable spot ads
    2. Type: select whether standard and interactive spot ad formats should be enabled
    3. Time-based Frequency Cap: select the minimum number of minutes that have to pass between breaks for linear ads. You can use this option, for example, to avoid a new pre-roll ad break if a viewer switches content soon after having seen other linear ads. You can select from a time range of zero to 10 minutes, or set it to 20, 30, 40, 50, or 60 minutes.
      Note: Sponsor goals are also affected by this cap.
    4. Skip Ad Button: select whether to show the skip ad button always, after first unique view, or never.
      1. Always: selecting this option allows you to set the amount of seconds, or the percentage of the ad, after which the skip button appears.
      2. After first unique view: selecting this option allows you to:
        1. Set the amount of seconds, or the percentage of the ad, after which the skip button appears.
        2. Reset view count after a certain time period. You can choose to reset on a scale from 1 to 48 hours.
      3. Never: selecting this option means that the skip button never appears.
      Note: Campaigns, goals, and ads inherit the skip button settings defined in the insertion policy. You can override these settings on campaign, goal, or ad level. For more information, see Skip ad button.
    5. Pre-roll, Mid-roll, Post-roll, and Seek-roll: pre-roll, mid-roll, post-roll, and seek-roll ads are disabled by default. If enabled, configure the following insertion rules:
      1. Ads per break: configure position based breaks by selecting the maximum number of ad positions for each ad format per ad break. You can select from a range of 0 to 25 ad positions per ad break. Zero ads per ad break means that you can have empty pre-roll, mid-roll, and post-roll breaks, but still have the option to show sponsors before or after that break.

        When creating goals in Pulse, you can further specify the position in the ad break that ads from that goal can occupy. However, the applicable insertion policy dictates whether a goal with specific settings is eligible for selection. For example, if the applicable insertion policy is set to allow only two ads per mid-roll break, then a goal with ad position set to Position 3 or higher is never eligible for selection. For more information, see Add new goal.

      2. Limit break duration: configure time-based breaks by selecting to limit break duration and entering the maximum amount of seconds you want the ad break to last. For time based breaks, both maximum duration and maximum number of ad positions have to be specified. The ad break ends when it reaches the specified duration, or when all its slots are filled, whichever happens first. For more information, see Time-based breaks.
        Note: This feature needs to be enabled for your account. Contact your Account Manager if you want to use time based breaks. If you want to include sponsors in time based breaks, that needs to be enabled for your account as well.
      3. (Seek-roll only) Minimum number of seek events between breaks: configure the minimum number of seek events that are needed to trigger a seek-roll break, from a range of 0 to 25 seek events.
    6. Ad Selector Ads: ad selector ads allow the viewer to select which advert they want to watch, with a range of 2 to 6 different adverts to choose from.
      1. Max number of ads: select the maximum number of ads on a scale from 2 to 6, or use default spot settings.
      2. Begin playback automatically after: enter the amount of seconds after which playback begins automatically.
  7. Pause ad Settings: enable or disable Pause ad functionality.
  8. In-Stream Overlay settings:
    1. Enabled: enable or disable the delivery of overlay ads.
    2. First insertion: the time when the first overlay impression appears. Choose on a scale from 5 to 60 seconds. The default setting is 20 seconds.
    3. Display for: the amount of time the overlay is visible before hiding it automatically. Choose on a scale from 5 to 30 seconds. The default setting is 15 seconds.
    4. New overlay every: the number of minutes that need to pass before a new overlay impression appears. Choose on a scale from 1 to 10 minutes. The default setting is 4 minutes.
  9. Click Save Insertion Policies.