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Targeting Opt-in Video

Demand Partners

Last updated on June 28, 2018

Opt-in video motivates users to watch full-screen, non-skippable video ads within a mobile app by giving them a reward in exchange for their attention and time. For example, this reward could be access to premium content or features, ad-free service for a specific time period, an extra life, a new character, or a sought-after item. The reward is given after the user completes the video and either closes the ad or returns from the call to action to explore the advertiser’s content by clicking the URL provided in the end card accompanying the video. Opt-in video is also known as “rewarded video”, and is not the same as incentivized video.


OpenX currently supports opt-in video by passing the opt-in video signal from publishers to demand partners in bid requests. OpenX does not currently provide currency management features, such as verifying a user has completed a video, or indicating that a user should be rewarded after video completion.

Opt-in Video Example

Here’s an example of a user’s experience with opt-in video for a mobile game:

  1. A user, Casey, runs out of coins.

  2. Casey chooses (opts in) to watch a video ad in exchange for more coins.

  3. A non-skippable video ad plays.

  4. An end card appears to indicate that the video ad is completed and presents Casey with the option to explore the advertiser’s content or close the ad.

  5. Casey chooses to click to learn more about the advertised app and clicks the URL to visit the app store.

  6. After Casey returns from the app store, the app developer rewards Casey with coins after the video ad ends.

Benefits of Opt-in Video

Opt-in video has benefits for all involved: publishers/developers, demand partners, and users.


Opt-in video ads are integrated into the user’s app experience with the associated access to premium app content, features, or in-game rewards, and thus drive higher user ad engagement for advertisers without impacting user retention for app developers.

Demand partners

The video ads that users see are full-screen and non-skippable, with high viewability and completion rates. Additionally, the option to include an end card display ad provides a clear call to action for the user. For advertisers, these features of opt-in video ensure marketing effectiveness and drive higher performance with measurable results.

How to Get Started with Opt-in Video

You can easily identify a bid request for opt-in video via The associated fields are skip and videotype. Also, you can also access programmatic direct deals for opt-in video by contacting your Platform Development Manager or OpenX Buyer Development Team.

End Card Implementation

Last updated on March 14, 2019

You can include an optional end card as a companion ad to be served at the end of your opt-in video. When rendered, it will appear in the center of the viewable area of the video ad slot. End cards help the user realize that the video is over and provide an opportunity to interact with the ad, for example, to install a game from the app store or visit your web page. The user may also choose to close the end card without clicking through.

What you need to know

  • OpenX supports VAST 2.0 and VAST 3.0.

  • As a best practice, you may want to include multiple companions in your opt-in video bid response to account for different possible screen sizes.

  • If you include multiple companions, they are prioritized based on resource type: HTML, iFrame, then Static. Multiple resources of type Static are prioritized by size, starting with the highest resolution.

  • If you include multiple resources in one companion node, the video player polls the resource files to find the most appropriate file to display.

  • If end cards are not supported by a publisher’s SDK, they are ignored but your video ads are still displayed.

  • End card reporting metrics, such as views and clicks, are available in the Video Events Reports for publishers and demand partners. The availability of these metrics is dependent on each app and its support for VAST tracking events.

  • If you do not implement an end card, in the last frame of the video, OpenX displays a Learn More URL and a Close button with no companion ad information.


  1. In the VAST response, inside the <CompanionAds> element, define at least one <Companion> node with the desired resource file information for the end card. The resource file can be of type <StaticResource>, <IFrameResource>, or <HTMLResource>.

  2. Specify the clickthrough URL for your end card using the <CompanionClickThrough> field of the <Companion> node.

  3. Set a custom impression tracker for the end card using the <Tracking event="creativeView"> node.

  4. (Optional) If using VAST 3.0, set a custom click tracker for the end card using the <CompanionClickTracking> field of the <Companion> node.