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IAB Video Ad Serving Template (VAST)

Element

Attributes

Values

Required

URL

None

String

No

Code

None

String

No

Notes ad, if served separately Wraps URL if nonlinear is a URL or URI Wraps block of code (generally script or IFrame) if nonlinear is not a URL or URI

Error Impression TrackingEvents VideoClicks Extensions

Same as above in InLine section Same as above in InLine section Same as above in InLine section Same as above in InLine section Same as above in InLine section

Click Tracking

The video asset only allows a single primary click-through URL with optional additional custom click-throughs. As such, each Secondary Ad Server can provide its own URL for click tracking and these URLs can be requested by the player as any other tracking URL.

Companion ads and Non-linear ads have an optional click-through URL parameter. Whether this is required varies depending on the companion ad type. For example, an image companion will generally require a click-through since it will be written on the page by the publisher. A script based HTML companion will generally include its own click-through when rendered on the page. It is important that Video Players implementing support for VAST account for these differences in order to avoid accidentally over-riding a click or preventing an element from being clickable.

In standard ad serving, publishers track clicks by including a redirect URL as an extra parameter within the Secondary Ad Server’s ad tag. However, since the companion ad tag in the video scenario is within the XML document this inclusion must be dynamic at the time of parsing. In order for the video player to know where within the companion ad tag to include the click string it is recommend that a token [CLICK] be included in the URLs.

Using Extensions

The VAST response allows any valid XML within the extensions element. Use of extensions will necessarily require offline coordination between VAST sender and VAST receiver. In order to simplify expected uses we suggest certain naming conventions for the type attribute of the extension element:

Extension element type AdServer CustomTracking Value

Usage Any information specific to the VAST ad server Custom tracking elements Data about the economic value or relative priority of the ad

© 2008 Interactive Advertising Bureau

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