Ad Insertion Policies

Note: If you are using the new Insertion Policy feature, please see Insertion Policies, Insertion Policies interface overview, and Create Insertion Policy.

What is an Insertion Policy?

An insertion policy defines the foundation for your ad serving settings, enabling you to specify:
  • 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)
  • the minimum time between linear ads (Time-based frequency cap)
  • the frequency and behaviour of non-linear ads in breaks (overlays)
  • the skip ad button behaviour

You can configure a unique ad insertion policy on any category of your content from within Pulse 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. The ad insertion policies are flexible and can also be applied to devices and content play length. If you want to boost or limit the ad serving on specific devices, you can customise that. You can have individual ad insertion policies for long and short video, making it easy to optimise ad load for long or short form to take into account user behaviour around the content type.

Configure an 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. 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

  2. Device containers: 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.
  3. Override parent policies: activate the button to be able to configure the 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. 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.
  5. Spot settings:
    1. Enable or disable interactive and/or standard spot ad formats.
    2. Time-based Frequency Cap: select the minimum number of minutes that have to pass before any linear ad can be shown to a viewer again. 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.
    3. 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 Override skip ad button settings.
    4. 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 seek events before break: 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.
    5. 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.
  6. Pause ad Settings: enable or disable Pause ad functionality.
  7. In-Stream Overlay settings:
    1. 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.
  8. Click Save Insertion Policies.

Override skip ad button settings

There are some occasions when an advertiser does not want their ad to be skippable, or wants a different skip button behaviour than what you configured in your insertion policies, so you need to override the insertion policy skip button setting by changing the Skippable setting on the campaign, goal, or ad level. Find the option as shown below:

Campaign overview

Campaign Skippable Setting

Goal overview

Goal Skippable Setting

Ad overview

Ad Skippable Setting

Double-click the pen icon. A pop up window opens up:

Skip ad settings pop up
Select Override parent settings and configure the settings as you want. The skippable column displays a different value based on the settings you enabled:
Value Description
Inherits Inherits settings from parent.
Yes Overrides parent settings and is set to either:
  • always be skippable, or
  • skippable after first unique view.
No Overrides parent settings and is set to never be skippable.
Note: If you edit the settings for a campaign, all the goals and ads in that campaign inherit the campaign settings unless you have edited the settings for the individual goals or ads. The same is true for ads within a goal.