VAST 4.0 tackling the challenges of video advertising

VAST 4.0 tackling the challenges of video advertising

With the progressive changes in the digital industry, standards for video creative have also reached the next level. The traces of standards lead back to VPAID, VMAP and VAST, the standards are entering the next dimension based on the requirements in delivering standard video creatives. VAST 4.0 is a formidable response to market challenges giving the controls back to the advertisers and publishers.

The recent version published by Interactive Advertising Bureau (IAB) deals with certain VAST specifications that improve the standard for the publisher and advertiser, the primary intention of the recent version is focused on improving the creatives viewability, verification and ad categorization with respect to the increasing electronic gadgets and new screens.

With all the standard formats available in the trend, VAST outgrew the publishers need to increase the monetization of inventory while remaining in control of both ad revenue and user experience.


Control to the Advertisers.


Verification along with viewability has become one of the most important prospects on both the seller and buyer side. The whole ecosystem is looking to increase yield and verify the investments made. All the involved parties are willing to ensure that they paid for the product in hand, a proper engaging creative that is actually viewed. From an advertiser perspective, it is also about having the option of comparing the viewability measure between various

Publishers in the business. This simply means every publisher wants to weigh in their options when it comes to perfect ad placement. The major disparity between counted videos and videos that are viewed made the industry to think about viewability measurements. 


Viewability execution along with ad verification


Before the arrival of the latest VAST version, VPAID was used by the industry to measure viewability even though VAPID was initially created for a different purpose. The implementation worked but there were some limits due to digital advancements. With all the limitations in mind VAST 4.0 enters the industry, a proper designated space to insert measurements APIs that streamline the process for executing files that are dedicated only to ad verification.


It is a major boost for publishers, the new VAST XML allows them to track viewability on their inventory itself. With the help of the new element added to the system, publishers can provide a fair deal to the advertisers. There will be no more third parties involved as the recent version forms a shared platform for both the marketers and publishers.


The recent version is designed in such a way that it can play a vital role for both the publishers and advertisers but when compared this version offers more advantage for publishers.


Distinct video and interactive files

The main objective of the VAST 4.0 is to improve the quality of ad delivery. It provides a separate video file from any creative interactive API files, it clearly means a more successful display of the video across all the platform and all the electronic gadgets.


Various ad categories

An important feature that has been added to the recent version is the support for various ad categories. It will help to separate competing ads on the same page or in the same ad pod.  It is a great advantage for publishers who are willing to have a say in the type of advertisements that is about to appear on their site. It may be a legal reason or business reason but this gives a chance to the publishers about the type of ad that is going to be published in the site.


For instance, a site that is targeted towards children might decline the use of violent and inappropriate videos. This provides publishers with better control of ad categories in both programmatic and direct sales.


When earlier versions of VAST are compared they are very flexible, they permit third-party ad networks to have ad space with certain conditional insertions. But this has no guarantee about the space being filled or not. In this method, the publisher has no control over the ad that is about to be purchased. These problems are addressed by IAB with VAST 4.0. VAST 4.0 can identify conditional ads and this provides the publisher with an opportunity to decide on accepting it or not, an efficient grip over the monetization of video inventory.


The addition of control to both the publisher and the advertiser is driven towards monetization of video inventory. When VAST 4.0 is looked closely it brings a lot to the table with respect to the support of the new screens.


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