1. What is VAST 4.0 and why is it important?
Answer: VAST (Video Ad Serving Template) is the standard delivery mechanism developed by the Interactive Advertising Bureau for video ads across multiple platforms. Using an XML schema, VAST transfers important metadata about an ad from the ad server to a video player.
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. The UniversalAdId is a required element in VAST 4.0 and is used to provide a unique creative identifier to help publishers and ad vendors track creative across systems.
2. Why is a UniversalAdId required within VAST 4.0?
Answer: Using the UniversalAdId as the creative identifier ensures that an individual video ad will have a single unique identifier across publishers and campaigns. This capability helps bring digital video metrics closer to those that already exist for TV by providing the ability to control, track, and measure ads accurately.
Ad-ID is referenced in the VAST 4.0 specification as the commonly known registry for advertising content identification in the U.S.
Having a unique identifier creates efficiencies in workflows, facilitates streamlined data collection, improves reporting accuracy, and provides real-time measurement when running cross-platform campaigns.
Director of Product Management and Operations