In March 2023, the OpenRTB specification added the plcmt field to Object: Video and AdCOM to describe video inventory more accurately and efficiently, in an effort to more clearly define some vagueness left by the original signal. This update significantly improved clarity around how video ad inventory is defined, bought, and optimized. In this post, we’ll explore the value of the plcmt attribute, its available values, and why it is a game-changer for programmatic video advertising.
The transition from the legacy, now deprecated, placement attribute to the updated plcmt attribute marks a significant step toward modernizing video advertising standards. IAB Tech Lab strongly encourages all stakeholders—including advertisers, DSPs, SSPs, and publishers—to integrate and require support for the plcmt attribute from their partners, ensuring a more transparent marketplace that benefits the entire industry.
Instream: plcmt = 1
Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content that the consumer has requested. Instream video must be set to “sound on” by default at player start, or have explicitly clear user intent to watch the video content. While there may be other content surrounding the player, the video content must be the focus of the user’s visit. It should remain the primary content on the page and the only video player in-view capable of audio when playing. If the player converts to floating/sticky subsequent ad calls should accurately convey the updated player size.
Unpacking the original description of plcmt=1 a bit, it should be clarified that ALL conditions need to be met in order to meet the definition in the specification:
- Pre-roll, mid-roll, and post-roll ads that are played before, during or after the streaming video content… AND
- … that the consumer has requested. AND
- Instream video must be set to “sound on” by default at player start, OR have explicitly clear user intent to watch the video content. AND
- While there may be other content surrounding the player, the video content must be the focus of the user’s visit. AND
- It should remain the primary content on the page AND
- …the only video player in-view capable of audio when playing.
- NOTE If the player converts to floating/sticky subsequent ad calls should accurately convey the updated player size.
If even one of those conditions is not met, the ad request may not use a plcmt value of 1 unless expressly understood and permitted by both the buyer and seller.
Accompanying Content: plcmt = 2
Pre-roll, mid-roll, and post-roll ads that are played before, during, or after streaming video content. The video player loads and plays before, between, or after paragraphs of text or graphical content, and starts playing only when it enters the viewport. Accompanying content should only start playback upon entering the viewport. It may convert to a floating/sticky player as it scrolls off the page.
Interstitial: plcmt = 3
Video ads that are played without video content. During playback, it must be the primary focus of the page and take up the majority of the viewport and cannot be scrolled out of view. This can be in placements like in-app video or slideshows.
No Content/Standalone: plcmt = 4
Video ads that are played without streaming video content. This can be in placements like slideshows, native feeds, in-content or sticky/floating.
Conversations for implementers
There are many common situations where there are legitimate disconnects between what the buyer and seller consider to be the appropriate value for plcmt=1. Here are some common scenarios that should be discussed between implementation partners.
- Second auto roll video w/in a single page load may become a gray area about if a video placement is or is not plcmt=1.
- Expandable ad units or other automated parts of the page layout and their interaction with the page may change the value. For example, a player that would otherwise meet the criteria for Instream may be disqualified if there is a lightbox or other pop-up that covers the player.
- Players that load muted by default but all other conditions for Instream are met.
- Players that load as the focus of the visit but that are capable of, but not currently floating if the user scrolls down a page.
Why upgrade to support the plcmt Attribute?
Beyond the original placement attribute being officially deprecated in the OpenRTB specification, there are a number of reasons why all parts of the supply chain should fully embrace and support the plcmt attribute
- Enhanced Transparency: The plcmt attribute’s precise definitions reduce ambiguity, allowing buyers to understand exactly where and how their ads will appear. This clarity fosters trust and minimizes discrepancies in campaign delivery.
- Industry Standardization: By adopting the plcmt attribute, the industry moves towards a unified standard, reducing confusion and ensuring consistency across platforms and transactions.
Barnaby Edwards
Sr Director, Product Marketing
IAB Tech Lab