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Digital Video Ad Serving Template (VAST) - page 5 / 14





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IAB Video Ad Serving Template (VAST)

Expected Benefits

The development of a standard method for in-stream ad serving is a necessary precursor to the acceptance of third-party serving by publishers. The lack of third-party ad serving within Video Players is currently causing two types of inefficiency: Publishers are not able to readily use ad networks to sell unsold video ad inventory, and buyers are not able to use their current reporting and optimization tools for in-stream ads.

The adoption of the VAST standard is expected to bring immediate benefits to all parties in the video ecosystem:

Party Publishers

Ad Networks/ Exchanges

Agencies/Advertisers Technology Vendors

Expected Benefits

  • Increased yield by using ad networks to sell unsold inventory

  • Reduction of friction with buyers by allowing third-party ad tags within video


  • Onboard new publishers more easily without need for technical integration

  • Reduction of friction with buyers by allowing third-party ad tags

  • Utilizing existing investment in ad serving, reporting, optimization tools

  • Building for a single technical standard instead of multiple proprietary standards

Methods of Ad Serving

It is anticipated that publishers will allow one of two methods for in-stream ad serving:

  • Hard coding video and tracking URLs into the player or Primary Ad Server

  • Dynamically redirecting from their ad server to one or more other ad servers

This project only focuses on the dynamically served method. The hard-coded method can easily be customized by traffickers based on individual publisher requirements and does not require standardization.

Ad Request

The anticipated sequence of ad requests from the Video Player in the user’s browser is shown in the simplified diagram below:

© 2008 Interactive Advertising Bureau

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