PRX Dovetail offers comprehensive support for public radio stations integrating with the NPR Ad and Cross-Promo Exchange. This guide outlines key features and steps for seamless integration and effective promo campaign management
Adding Chartable Prefix for Attribution Measurement
To measure the impact of promotions on subscriber growth, adding the Chartable prefix to your show’s RSS feed is a requirement when using the NPR Ad Exchange. This step enables accurate attribution measurement, allowing you to track how promotions from other shows affect your subscriber count.
PRX Dovetail supports this feature and makes it easy to add or update the prefix.
⚡Note that changing the prefix value for podcast enclosure URLs will cause the Spotify app to redownload episodes, potentially resulting in a spike in downloads from that platform.
For detailed instructions on setting a prefix URL, refer to Step 13 in our guide to setting up a show on Dovetail.
Adding a prefix URL to your feed.
Please note that a podcast feed can only have one Chartable trackable prefix at a time.
When combining prefixes with other third-party services such as Podtrac, please ensure you combine the enclosure prefixes; see the examples listed below.
✅ Good: https://www.podtrac.com/pts/redirect.mp3/chtbl.com/track/0E0E1P/
⛔ Bad: https://www.podtrac.com/pts/redirect.mp3/https://chtbl.com/track/0E0E1P/
Dynamic Ad Injection for Promo Campaigns
Dynamic Ad Injection (DAI) is a powerful feature that allows you to schedule, target, and measure impressions for ads or promos integrated into your shows. Dovetail offers full support for this capability, providing complete control over promo campaigns. For detailed instructions on setting up a flight for a promo campaign, refer to the guide linked below:
Ad Placement allows you to designate dynamic slots for house promos or paid ads, making it simple to manage your advertising spots. For more information on setting up ad placements check out our help site.
Pixel URLs and Pingbacks
We also support pixel URLs, or pingbacks, which enable reporting to Chartable or other attribution vendors when an impression occurs, ensuring it is immediately and automatically included in the promo campaign metrics. We have a data-sharing agreement with Chartable for several years to facilitate this. You can view the list of our other approved attribution partners (including Chartable) below:
How to add third-party ad tracking URLs to your creatives
Third-Party Ad Tracking
VAST Support for Programmatic Ad Integration
Dovetail supports VAST for programmatic ad integration, including Adswizz as a VAST provider, which is how the NPR Ad Exchange is provisioned. This allows us to onboard stations to their ad exchange using Dovetail over that VAST integration. You can find detailed information on VAST support and integration with Adswizz below.
Integrating Programmatic Ads using VAST
Multiple Feeds per Show
Dovetail’s multiple RSS feeds per show feature, allows for various distribution models such as ad-free feeds for NPR+, NPR One app, or YouTube.
Chartable resources
For detailed information on setting up and using Chartable, check out their help site at help.chartable.com.
If you have any questions about Dovetail, please reach out to podcast-support@prx.org.