An ad pod is a group of ads served sequentially during a single break in CTV content. Structuring pods effectively — the right number of slots, the right pod frequency, and differentiated pricing by slot position — is one of the most direct levers on publisher revenue per hour.
Slot count per pod: Two-slot pods (two 30-second ads per break, totalling 60 seconds) are a solid default for premium VOD and live sport content. They keep breaks tolerable while generating two impressions per pod. Three-slot pods increase impressions by 50% but reduce completion rates on the third slot — test with your content type before committing. FAST channels, where viewers expect linear-TV-style ad loads, can sustain three or four slots per pod.
Pod frequency: For short-form content (under 15 minutes), pre-roll only is standard. For 15–30 minute content, pre-roll plus one mid-roll. For 30–60 minute content, pre-roll plus two to three mid-rolls, ideally placed at natural content break points. For live sport, align breaks with natural pauses (cricket over-breaks, wicket falls) — viewers expect ads at these moments and tolerate them better than mid-play interruptions.
Slot position pricing: The first slot in every pod commands a premium — viewers are most attentive at the start of a break, and completion rates are highest. Set a higher floor price for first-slot positions versus subsequent slots. Industry estimates in mature CTV markets suggest first-slot premiums of 20–40% over second or third slots. In practice, prioritise filling first slots from your best demand source (direct IO or top-performing PMP) and route later slots to programmatic.
Duration mix: Accept both 15-second and 30-second ads in all slots. Restricting to one duration limits demand competition and reduces auction clearing prices unnecessarily.
Full guide
For a complete explanation, read: Ad pod strategy for maximum CTV yield: how to structure your ad breaks