"Digital Video Ad Serving Template" aims to tear down Tower of Babel in video ad serving space.
The Interactive Advertising Bureau released a proposed "Digital Video Ad Serving Template" (VAST) it says will standardize communications in the video ad serving space.
The easier-to-understand reason for the effort: helping publishers make more money from video ad sales.
"It should open up the marketplace to a broader spectrum of companies," said Jeremy Fain, senior director of industry services at IAB. He also said the proposed protocol will allow publishers to "plug-and-play" third-party ad servers while agencies will be able to track and serve their video ads from a single place.
According to the IAB, VAST will enable the creation of digital video players and video ad servers that have uniform interfaces "and speak the same standard language." The efficiency gained by using such a standard, for publishers, is the fact that they will be able to seamlessly interface with any video ad servers and networks using the VAST protocol.
The IAB says the VAST document defines a standard ad response for in-stream video, provides specifications compatible with any video player framework, contains guidance for most on-demand video players and includes accommodations for both linear video and interactive ads, such as pre-rolls, and non-linear ads including clickable overlays.
VAST is the brainchild of the IAB's Digital Video Committee, which is made up of more than 145 companies, said Fain. He said creating the proposed protocol involved clearing some difficult hurdles.
"It took us awhile to really get the standard to where we thought it was ready for the public because there are already a large number of very complicated interactions between ad players, video content and video ads," said Fain. He said the many different types of ads already available in ad players complicated the process. The IAB wanted to be sure VAST would cover the majority of the most popular linear and non linear ads
"It really enables further standardization through the back-end, versus the sales product end," said Fain. "This is really a back-end efficiency initiative which will enable more sales."
A public comment period will last until September 10. The proposed protocol can be seen on the IAB's site. Feedback will be reviewed by the IAB before the document is finalized and publicly released.
Fain said VAST will standardize protocol but will not adversely impact video ad innovation. "Our goal is to use this to standardize the communication of the most common ad formats but also allow vendors with custom formats to add on to this standard as long as they are using the same frameworks," he explained.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT