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A VAST Improvement for Video Ads by Jarrett Wold

Wednesday, July 20, 2016

In January 2016 the Interactive Advertising Bureau released VAST 4.0, an update to its Video Ad Serving Template for delivering video ads across multiple platforms (over-the-air, online, over-the-top, mobile, place-based). Using an XML schema, VAST transfers important metadata about an ad from the ad server to a video player. Initially launched in 2008, VAST has since played an important role in the growth of the digital video marketplace. With VAST 4.0, the focus has been on improving the quality of video ads by adding support for features like Server Side Ad Insertion, Mezzanine file support, and “UniversalAdId,” which is used to provide a unique creative identifier that is maintained and tracked across all systems. As part of the VAST 4.0 requirement for the UniversalAdId, Ad-ID is considered the registration authority for advertising in the United States.

Using the UniversalAdId feature as the creative identifier ensures that an individual video ad will have a single unique identifier across publishers and campaigns. Having a unique identifier creates efficiencies in workflows and allows the creative to be consistently tracked by enabling all data associated with the creative to follow it across systems. This tracking streamlines data collection and provides more accurate reporting and “real-time” measurement when running cross-platform campaigns. The UniversalAdId can also be used for identifying and tracking ads in ad-stitching processes.

Ad-ID will offer a webinar on VAST 4.0 and the UniversalAdId on Tuesday, July 26. This webinar will address how registering with Ad-ID enables advertising across video platforms, and why this registration is no longer an option but a necessity in today’s cross-platform media consumption world. You can view a brief video that discusses VAST 4.0 here:

Jarrett Wold
Director of Technology & Platforms