Pulse Video Advertising Platform
Pulse is a sell-side video ad serving platform for broadcasters and premium publishers who run a video advertising business. It provides a holistic approach to ad serving allowing you to manage, serve, and optimise your ad delivery across direct and programmatic sales channels, all within a single user interface. This offers greater visibility and control of the ad inventory across sales channels, and more insights to maximise demand and yield for every impression.
Pulse is responsible for deciding which video ads to show on available inventory, then managing and delivering the right ads based upon preset campaign guidelines, all while ensuring you get the best price for every impression. Pulse can also function as a third-party ad server, meaning you can extract a VAST URL from Pulse and implement it in other ad servers. For more information, see Pulse as Third-Party Ad Server.
Pulse's video ad serving includes:
|Campaign Management||Pulse provides you with one user interface to:
|Campaign Optimisation||Pulse offers a range of features to help optimise your campaign
performance, for example:
|Campaign Monitoring||Monitor the campaign status, goal fulfilment and performance data to make better-informed business decisions. The Campaigns Overview lists all campaigns and their current performance with real time data. Pulse delivers campaign monitoring capabilities through campaign notifications, campaign and goal status icons, and campaign and goal progress bar.|
|Content Category Management||Organise your video content structure by creating content categories and subcategories. Target campaigns to specific content on your site, customise ad insertion by any part of the site, and most importantly - break down the reporting by part of site.|
Advertisers, agencies, and brands are a part of the ecosystem around your ads. You can associate any campaign with all of these client types, which allows you to track a report on progress for these organisations. Pulse also helps prevent advertisers (direct and programmatic) or brands from clashing with each other during an ad break.
When clash protection is enabled for a client, ads from that client are not shown together with ads from other clients in the same client category, which means if one client's campaign gets picked, the other client's campaign is automatically discarded for further ad selection during the entire content duration or during an ad break, depending on the setting. By defining and populating the Client Categories you avoid these types of client clashes.
|Pulse Distribution Engine||
The Pulse Distribution Engine uses a delivery algorithm which takes numerous pieces of data into account (for example, goal type, targeting and prioritisation, site traffic, insertion policy settings, ad weights, and clash protection) when deciding which goal to pick and which ad to display.
Pulse's strength lies in its strategy to deliver campaigns dynamically over the campaign period by using real-time data which is recalculated in every ad call. It is also responsible for:
|Holistic Ad Decisioning||
Pulse allows direct-sold campaigns and programmatic campaigns to compete on an impression-by-impression basis by evaluating each ad opportunity, looking at price, campaign priorities, and delivery status in real time to make the optimal decision.
The winning ad is selected without compromising the goals of the direct-sold or guaranteed campaigns. The impressions previously reserved or restricted to a specific direct advertiser relationship can now also compete for the programmatic demand on an impression by impression basis.
You can configure both your direct and programmatic campaigns to use any of the available delivery goal types in Pulse, which means the existing Pulse Distribution Engine logic is also applied to programmatic campaigns during the ad decisioning process.
|Contact your Account Manager for detailed documentation around Pulse Holistic Ad Decisioning.|
|Pulse Audience Management||
A Data Management Platform (DMP) integration with Pulse Audience Management allows you to target your viewers using audience data directly through Pulse.
Audience targeting is a way to target certain audiences based on different demographic or other criteria. A very typical example could be targeting a campaign or goal to Female, 25-30. This enables you to sell audience based campaigns and fulfil them in Pulse.
|Asset Management and Device Awareness||The Asset Factory in Pulse provides an automatic transcoding service with device detection and asset delivery so ad booking becomes device agnostic and video clients always get the most optimal video asset for their situation.|
|Simulation-based Holistic Forecasting||
Pulse forecasts future ad inventory based on historical user traffic, historical programmatic performance, and current campaign and account settings by using a simulation based forecasting approach. This means that during a forecast, the forecasting engine simulates ad delivery by fast-forwarding the same ad decisioning engine, which will later deliver the ads, through a future inventory based on historical user data.
It includes the programmatic performance by looking at historical win rate and calculates the average settlement price for every programmatic marketplace competing in the forecast, and resolves the selection decision accordingly. The result is more realistic and accurate than a traditional calculation or mathematical model based approach.
The simulation engine is used for:
Pulse offers a range of reporting tools designed to give you total insight into the performance of your video inventory. You can measure and optimise direct sold, ad network deals, and programmatic campaigns in a single platform.
The data source is consistent for all tools, however the data is processed and presented differently to match many distinct use cases. As you incorporate insights into your business decision process, you can increase fill rates, drive up auction competition, and ultimately increase ad revenue.
|Pulse Player Integrations||
Video players allow publishers to play video content across various internet connected devices, such as computers, mobile phones, tablets, smart TVs, and streaming devices. The role of the video player in Ad Tech is to fetch and playback the ad content.
In order for your player to work with Pulse, it needs to be integrated using our player integrations, like Pulse SDKs and plugins. See table below for more information.
|Pulse REST APIs||To integrate with a standalone booking system that handles both display and video campaigns, use Pulse REST API which is organised around the main resources available in the Pulse user interface. This enables you to use this API to retrieve and alter items in the UI, with limitations. See table below for more information.|
Pulse Player Integrations
|Player Integration||Description||More information|
|Plugins||Plug and play catered to a specific video player, all possible ad serving features available in each plugin.|
|Pulse SDKs||High level SDKs to integrate ad serving from Pulse into your
video player application. Simple event driven integration, linear
and pause ads possible. Pulse SDKs are available for:
|VAST and VMAP||If you have little to no control over the video player, your only option is to integrate through direct VAST or VMAP requests if the player supports it.|
|Chromecast||Ability to integrate Pulse ad delivery with Chromecast using VMAP.|
Pulse UI Integrations
|Pulse REST API group||Description||More information|
|Account Management APIs||
The Account Management APIs include endpoints for configuring and manipulating your Pulse account settings, ad serving settings, the clients you work with, and your targeting templates, before you actually start booking campaigns.
|Campaign Management APIs||
The Campaign Management APIs include endpoints for successfully booking a campaign, as well as managing any campaign and goal targeting rules. Each campaign consists of goals, and each goal consists of ads, to which you upload assets.
The Campaign Management APIs also include a series of query endpoints, which are meant to quickly retrieve detailed information and performance metrics for your campaigns, goals and ads. These endpoints allow you to build your own interfaces to view the information in your account.
The Forecast API includes endpoints for managing your campaign and inventory forecasts, as well as the projected delivery of all active goals.
A forecast is a prediction of future conditions based on past and present data. In this context, Pulse forecasts future ad inventory based on historical user traffic, and current campaign and account settings.
|Custom Reporting API||
The Custom Reporting API offers a powerful tool to pull complex reports from Pulse, within limits. You can generate reports as you need them, without having pre-existing report definitions.
|Audience Management API||
The Audience Management API allows you to retrieve audience data provider information, and manage your audience segmentations and audience segments.