CTV and VAST.
Demand that fits
the inventory.

01 The Practice

Video demand is a different market. We treat it like one.

A stack tuned for display will technically serve a VAST tag. It will also leave the inventory to whichever buyer happens to be closest, at whatever price the default floor allows, with no view of whether that demand belongs on a live sports break or a late-night catalog title. The format works. The monetization does not.

Adverge runs CTV and VAST as its own discipline, with its own demand set, its own floor logic and its own operating cadence. The three things below are what that actually consists of.

02 Demand Orchestration

Not every buyer belongs on every break.

Orchestration is the decision about who gets called, in what order, and on which inventory. On video that decision carries more weight than it does on display: pods are finite, a slow bidder costs a fill rather than a refresh, and the wrong buyer on a premium live break is revenue you do not get a second chance at.

• Called in the right order. Demand sequenced so the buyers most likely to clear the format and the moment get the first look
• Matched to the pod. Pre-roll, mid-roll and live breaks are separate markets and are orchestrated separately
• Timeouts that respect video. Tuned so higher-paying video buyers land instead of being cut off for speed

03 Price Floors

Floors are a habit, not a setting.

A floor set once at launch is wrong within weeks. Video pricing moves with the content calendar, the season, the daypart and the device mix, and a single global floor prices the best inventory like the worst. Adverge re-optimizes floors on a regular cadence rather than leaving them to drift.

• Floors set per inventory type and pod position, not one number across the property
• Revisited on a standing cadence, and again around fixtures, premieres and seasonal demand
• Tuned to keep premium breaks from clearing cheap without pricing mid-tier inventory out of the auction

04 Demand Allocation

We know what demand works for what inventory.

Allocation is where ecosystem knowledge stops being a talking point and starts being money. Demand sources are not interchangeable: some buy live sports and nothing else, some want completed views on episodic content, some will only transact on CTV app inventory. Knowing which is which, before the test rather than after it, is the difference between a full pod and a house ad.

05 Service

Under 30 minutes, to a person who can fix it.

Video breaks loudly. A malformed tag, a failing wrapper call or a bad creative does not quietly shave a few percent off the day. It empties pods in real time, on live inventory, while the audience is watching. The only response time that matters is the one that starts before the event is over.

Adverge’s turnaround on live issues has been under 30 minutes. That is escalation to action, not an acknowledgement email. Publishers reach the people who operate the stack, not a queue in front of them, and the same people who tuned the floors are the ones who answer when a break goes wrong.