VAST 4.1 -Better than previous versions

VAST 4.1 -Better than previous versions

It was a slow process in getting the video industry to adopt VAST 4.0, the progress from VAST 2.0 to 4.0 took some time to happen. But now IAB has introduced the latest version, VAST 4.1 an upgrade from the previous version with distinct features that provides a big push for the adopting the latest version.



VAST

Video Ad Serving Template (VAST) is a standard that permits video plays in an individual system to receive ads from a third party adserver. To put it’s simple, it makes things easy for a developer; there will be no need for developers to customize every video player to display ads that are received from different servers. In the initial days of VAST, the focus was primarily on the desktop world, until two years ago when VAST 4.0 as introduced, industry started to accommodate mobile and on-the-top media services. The adoption didn’t happen soon as expected there were some problems pertaining to the interactivity and verification. This is where the latest version, VAST 4.1, come into the picture. The latest version is much better than the previous versions that include measurement and server-side ad insertion.


       Below are some of the key features that make the latest version better than its predecessor.



Two unique IDs

Tracking creatives will become much easier across the ad serving ecosystem. With universal Ad-ID included there are now two unique Ids in place, one will be from the advertiser side and other is from the publisher. With these IDs, it will get simpler for tracking the delivered creative. The present trend requires IDs to be gathered from various sources and then the creative has to be tracked but with VAST 4.1 tracking gets simpler. This is can be one of the main reasons to adopt a VAST 4.1. The present ad ID attribute for creative can still be used to log creative IDs specific to the server.



Better native support

From a publisher perspective, there is a lot of SDKs in-app dragging down mobile applications. Therefore there was a need for an SDK that each individual provider could use to read signals from advertisers.  The playback control is handed to the publisher in 4.1 avoiding error and loss of revenue. A facilitator for measurements in-app for viewability across the ecosystem and it is on the positive side that the industry will adopt it quicker than expected.



Decline in VPAID

The older VPAID is no more and is being replaced by VPAIDi to provide support for interactivity so that a single tag can deliver video ads anywhere.  Moreover now with the support of viewability built with VAST 4.1 with reporting into Open Measurements (OM), publishers can turn off VPAID, therefore there will be no more latency issues.



DAAST with VAST

The merger of audio and video standards, Digital Audio Ad Serving Template is now a part of VAST, it is now possible at a top level to cite what type of ad you are running, audio or video or a hybrid ad that is being delivered. Rendering and video ability are greatly improved in the new specifications provided.

With all these features and much more, the latest version of VAST is about to take things to the next level in the ad tech environment.

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