Ad Server- Supply Management
Release announcement: April 23, 2026
Description
In our mission to continue optimizing the onboarding and supply management process, our CTV publishers can now export supply tags that are pre-configured with macros tailored to their primary ad server.
Feature Capabilities
When setting up a supply tag, after selecting the primary ad server in the general tab, the export tab will automatically include the correct macro formatting - no more manual editing required.
The supported ad servers:
FreeWheel
Publica
SpringServe
EX.CO
Google Ad Manager (GAM)
Why this matters to CTV
In CTV, the quality of signals passed through the ad call directly impacts monetization. Ad server-specific macros ensure that critical CTV parameters — including app bundle, app name, content metadata, device type, and IFA — are formatted exactly as each ad server expects them.
This has a direct effect on:
- Fill rates — demand partners receive clean, complete signals, reducing no-bid responses caused by missing or malformed parameters
- Targeting accuracy — audience and content targeting work as intended when device and app identifiers are passed in the right format
- Bid price — richer, correctly structured signals give buyers the confidence to bid higher on CTV inventory
- Reporting consistency — ad server-native macros ensure impression and event data maps cleanly back to the primary ad server's reporting, reducing discrepancies
- Faster integration — publishers can go live without back-and-forth troubleshooting over macro syntax differences between platforms