VAST
Video Ad Serving Template
Video Ad Serving Template (VAST) is a standardised framework created by the Interactive Advertising Bureau (IAB) for serving video ads across different video players and platforms. It acts as a universal protocol that bridges the gap between video players and ad servers, ensuring that video ads can be seamlessly delivered, displayed, and tracked across a variety of environments. VAST provides a common language for video players to understand which ad to play, how to play it, and what to do after the ad has finished.
The core of VAST is an XML schema that defines a set of instructions and parameters for video ad delivery. This schema includes details such as the ad's media file location, click-through URLs, duration of the ad, tracking events (like impressions, clicks, and completions), and other relevant metadata. When a video player requests an ad from the server, the server responds with a VAST XML document. The video player then interprets this document and executes the instructions, ensuring that the ad is played according to the specified parameters. This standardization facilitates a more consistent and reliable ad delivery process, making it easier for advertisers and publishers to reach their audiences across various platforms.
VAST has evolved over the years with different versions, each introducing enhancements and new features. The advancements include support for more complex ad scenarios, such as non-linear ads (overlay ads), skippable ads, and better error reporting. By simplifying the technical aspects of video ad serving, VAST has played a crucial role in the growth of online video advertising, providing a scalable and interoperable solution that benefits both advertisers and content providers.
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