[null,null,["最后更新时间 (UTC)：2025-08-21。"],[[["\u003cp\u003eThis guide outlines best practices for implementing in-stream ads on Authorized Buyers, focusing on ensuring smooth delivery and troubleshooting.\u003c/p\u003e\n"],["\u003cp\u003eVideo ads undergo a creative review process, requiring live video tags for verification and approval before real-time bidding.\u003c/p\u003e\n"],["\u003cp\u003eAuthorized Buyers uses key performance metrics like view rate, error rate, and dropoff rate to assess video ad health and implement throttling to limit problematic ads.\u003c/p\u003e\n"],["\u003cp\u003eVideo ad filtering occurs when ads don't meet the requirements of the bid request, and publishers can configure their settings to foster positive user experiences.\u003c/p\u003e\n"],["\u003cp\u003eTo ensure delivery, video ads should adhere to technical specifications, skippable compliance, duration compliance, HTML5 compliance, and SSL compliance.\u003c/p\u003e\n"]]],[],null,["# Best Practices for Video Ads\n\nThis guide outlines some best practices for implementing\n[in-stream ads](//support.google.com/authorizedbuyers/answer/2961301).\n\nCreative review process\n-----------------------\n\nVideo ads must pass Authorized Buyers's standard verification checks before they\nare served by real-time bidding (RTB). After approval,\nRTB starts and continues to serve them until they are disapproved.\n\nNote that video tags should remain live for the entire duration of the\nreview. If the video tags are not live or become stale for any reason, they\nmay be disapproved, post-filtered, and/or throttled.\n\nKey performance metrics\n-----------------------\n\nAuthorized Buyers uses the following metrics to measure video ad health.\nIt's important to understand what these mean when assessing performance\nissues like latency and filtering.\n\n- View rate \n For video ads, view rate is the rate at which an ad is correctly served and rendered. \n View rate = Number of times the first frame is rendered / Number of times the ad won an auction\n- Error rate \n Common errors include:\n - Corrupted media file\n - File not found\n - Malformed VAST\n - Timeout \n Error rate = Number of errors / Number of won impressions\n- Dropoff rate \n The percentage of won auctions that don't get viewed because of user action or publisher player error.\n- Abandonment rate \n The percentage of users who start to view a video ad but do not finish viewing the ad---for example, they navigate away from the site or close the browser. A high abandonment rate is reflective of poor audience reception, due to low quality video ads or incorrect audience targeting.\n- Skip rate \n The percentage of users who skip viewing a video ad.\n\nNote that: \nView rate + dropoff rate + error rate = 100%\n\n\u003cbr /\u003e\n\nAnd for:\n\n- Skippables ads \n View rate + skip rate + abandonment rate = 100%\n- Standard in-stream ads \n View rate + abandonment rate = 100%\n\nVideo ad throttling\n-------------------\n\nVideo ad throttling prevents problematic video ads with low view\nrates and high error rates from competing in the auction.\nAuthorized Buyers uses view rate and error rate to determine\nhow well a video ad is being served. Authorized Buyers throttles a video ad\nby limiting the total number of auctions it can win per hour to twelve.\n\n### Why is throttling used?\n\nVideo ad throttling helps keep the exchange running smoothly because even if\na buyer wins an impression but the buyer's video ad is not shown, the buyer is\nnot charged for the impression. Authorized Buyers's video ad throttling\nensures that video ads with fewer errors and higher view rates serve more often\nthan problematic video ads, which benefits both publishers and buyers.\n\n### Reduce throttling\n\nTo ensure that a video ad is not throttled, make sure the\nvideo tag is functional and is not returning errors.\nCheck the **Filtered Bids** section in the **Bidding** tab of your\n[RTB Dashboard](//www.google.com/authorizedbuyers/).\nLook for the video creative \"throttled\" reason listed in the Google\nfiltered bids section. Click **Details** to see a breakdown by\ncreative ID or publisher domain.\n\nVideo ad filtering\n------------------\n\nVideo ads must meet the video ad slot requirements passed in the\nbid request. When a buyer responds to a video bid request with a video tag\nthat does not meet those requirements, the buyer's response is filtered.\nFor example, if a bid request requires a skippable video and a buyer\nresponds with a non-skippable video ad, that response will be filtered from the\nauction because the video ad is ineligible to serve in the publisher player.\nAuthorized Buyers honors publisher settings to foster good user experience.\n\n### Why are video ads filtered?\n\nTo find out why a video ad is filtered, look up the\n[creative status codes](//storage.googleapis.com/adx-rtb-dictionaries/creative-status-codes.txt) dictionary file for the filtering reasons.\nFor example, video ads can be filtered for the\nthese reasons:\n\n- Missing MP4 video file\n- Ad duration longer than requested\n- Ad duration shorter than requested\n- Skippable ad on a non-skippable request\n- Non-skippable ad on a skippable request\n\n### Reduce filtering\n\nTo reduce filtering of video ads:\n\n- Make sure your bidder is paying attention to the video portion of the bid request and responds with only ads that match the request.\n- Check the **Filtered Bids** section in the **Bidding** tab of your [RTB Dashboard](//www.google.com/authorizedbuyers/). Look for the video creative \"filtered\" reason listed in the Google filtered bids section. Click **Details** to see a breakdown by creative ID or publisher domain.\n\n| **Important**: Changing the characteristics (skippable, non-skippable, VPAID, or non-VPAID) of a video ad without changing its creative ID will result in filtering of the ad, so it's best to avoid it.\n\nEnsure delivery\n---------------\n\nThe following guidelines help buyers to ensure smooth delivery of\ntheir video ads:\n\n- [In-stream video ad technical specifications](//support.google.com/authorizedbuyers/answer/6045575) \n To be eligible to serve on all types of inventory, video tags must contain the MP4 MIME type. If the MIME type is missing, the video ads can be filtered, throttled, or both.\n- [Skippable compliance](/authorized-buyers/rtb/skippable-guide) \n Make sure your 15s or 30s skippable ads have the skip offset after 5 seconds. You can determine whether inventory is skipable with the `BidRequest.imp.video.skip`.\n- Duration compliance \n Bidders should read the minimum and maximum ad duration fields and respond accordingly.\n- HTML5 compliance \n Authorized Buyers and Ad Manager publishers (both SDK and VPAID adapters) are migrating to HTML5 as the number of callouts that accept Flash (including VPAID Flash) continues to drop. Refer to the `BidRequest.imp.video.mimes` signal for what's accepted.\n- SSL \n On desktop, many publishers use SSL for logged-in users, which means that a very valuable set of users is now only accessible with SSL creatives. Thus buyers should have at least some SSL compliant creatives.\n\nTroubleshooting resources\n-------------------------\n\nTo ensure your video campaigns run smoothly:\n\n1. Make sure your video creatives comply with the Authorized Buyers [technical specifications](//support.google.com/authorizedbuyers/answer/6045575).\n2. Check your pretargeting setup to make sure it is configured for the type of inventory you want to receive.\n3. After your campaigns are live, check that all creatives are approved and are functioning properly. Use the following resources to troubleshoot any [filtered](#video-ad-filtering) or [throttled](#video-ad-throttling) video ads:\n - RTB Protocol [Get Started](/authorized-buyers/apis/start) guide\n - [`creatives`](/authorized-buyers/apis/guides/rtb-api/creatives) resource\n - [RTB Dashboard](//www.google.com/authorizedbuyers/)\n - [Real-time feedback](/authorized-buyers/rtb/request-guide#realtime-feedback)\n - [Video Suite Inspector](/interactive-media-ads/docs/vastinspector_dual)"]]
