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CUSV – A Unique Spot Video Code

The official coding system to measure spots video across all media.

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What is CUSV?

The CUSV – Unique Video Spot Code – is the official measure system for spots video. It must be integrated into the production and distribution chain of an advertising campaign, enabling the tracking of video campaigns delivered on linear TV, digital, OTT, addressable, and on-demand platforms.

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CUSV Technical Specifications
Supported campaign types

Linear TV, Linear TV on Digital Device (Reservation hosted, reservation redirect, programmatic redirect) and CTV (Reservation hosted, programmatic redirect, programmatic hosted)

Ad servers and compatible platforms

Tracking is compatible with major:
AdServers (such as Google CM, Flashtalking, Sizmek, AdForm)
AdVerifiers (such as IAS, Doubleverify, Nielsen, Comscore VCE)
AdRepositories (such as Extreme Reach (XR), Cape.io, RAI)

and with the main broadcasters OTT platforms monitored by Auditel.

Supported formats and identifiers

Each CUSV code must be linked to a single creative asset. By “creative asset,” we mean, in a sense, the “story” told by the commercial. Therefore, it is not necessary to generate new codes for differences in resolution, volume, destination (TV, different broadcasters), or other technical details. Upload a new video only if the creative truly changes (e.g., duration or content), avoiding duplicates. Accepted formats: mp4, .mov, .wmv Maximum file size: 800 MB

Technical requirements for tracking

Each creative must be encoded using a CUSV code, to be entered in the AdServer under the field "Universal AdID" for digital campaigns. The same code must also be entered in the Ad Repositories for TV delivery, under the field "Auditel_spot_id".

How to join the CUSV system
Advertiser registration
The company that commissions the commercial registers on the Auditel Advertisers Portal (adv.cusv.it)
Creative encoding
After registering, the post-production company uploads the video to cusv.auditel.it and receives the CUSV Code in a few seconds. It then inserts the code into the file name for subsequent uses.
Insertion into digital ADV systems
The Media Agency inserts the CUSV code into the AdServer (e.g. Google CM, FlashTalking...) in the Universal AdID field.
Notification to concessionaires
For “hosted” campaigns, the media agency informs the concessionaire of the use of CUSV tracking and the VAST4 format.
Using the CUSV code for "traditional TV"
The post-production company inserts the code into the Ad Repositories (e.g. ExtremeReach, Cape.io, RAI) in the “auditel_spot_id” field.
1:1 correspondence between creative and code
The CUSV code identifies a creative, a "told story." If the video differs only for technical reasons (resolution, volume, frames, etc.), a new code does NOT need to be created. If it has different destinations (TV translation, digital, different distributors, etc.), a new code does NOT need to be created.
What does CUSV really measure?
The system distinguishes legitimate streams from simple impressions. Legitimate streams are complete, effectively delivered, measurable views, forming the basis of certified and transparent measurement.
Legitimate Stream (LS)
whato

Acts of real viewing, with at least 300 ms of effective exposure. Legitimate streams are not impressions and are usually fewer in number than impressions.

Total Time Spent (TTS)
what

The total number of seconds viewed across all devices.

Gross contacts
what

The number of LS multiplied by a coviewing factor.

Digital properties currently integrating CUSV
Rai
Rai
Sky
Discovery
La Sette
rai
www.raiplay.itRaiPlay App iOSRaiPlay App AndroidRaiPlay App Android TVRaiPlay App tvOSRaiNews (www.rainews.it)www.raisport.rai.itwww.raicinema.itembedding msnHbbTV
mediaset
www.mediasetplay.mediaset.itApp Android TVApp Hisense TVApp Tizen TVIge-weboswww.wittytv.itWitty TV App iOSWitty TV App Androidwww.tgcom24.mediaset.itTgCom24 App iOSTgCom24 App Andoridwww.meteo.itwww.sportmediaset.mediaset.itSportmediaset App iOSSportmediaset App AndroidSiti terzi
sky
Sky GoSiti terzi che embeddano contenuti Sky
discovery
Discovery+ web
lasette
www.la7.ittg.la7.ittg la7 App iOStg la7 App AndroidSiti terzi
Operational tools
Manual and Guideline (IT)
Download
Residual issues and practical solutions (IT)
Download
Examples of CUSV campaigns and achievable results (IT)
Download
FAQ
What is CUSV and why is it important for my video campaign?
CUSV (Unique Video Spot Code) is a system promoted by Auditel to uniquely track video spots across all channels. It certifies real views and ensures transparent measurement.
Which types of content does CUSV apply to?
CUSV is designed for all video advertising spots, distributed on linear TV, digital, OTT, on-demand, and addressable platforms. It applies to both national and local campaigns.
What is the difference between a “Legitimate Stream” and an “Impression”?
Legitimate Streams are real viewing acts with a measurable minimum duration (at least 300 ms). Impressions indicate simple content deliveries, even if not viewed. The two metrics are not equivalent.
How can I check if my campaign has been correctly tracked?
On the CUSV portal, you can verify encoding status, the channels involved, and collected data. In addition, you will receive regular updates on your campaign’s tracking status.
Can I see practical examples of CUSV campaigns?
Yes, in the resources section you will find anonymized examples of tracked campaigns, with accessible data and collected metrics, showing the concrete value of the system.