IAB Announces The Release of “VAST,”
a Digital Video Ad Serving Template, for Public Comment
Improves Efficiencies for Explosive Growth in Digital Video
NEW YORK (Business Wire EON/PRWEB ) July 31, 2008 --
To meet the need for standardization in the expanding digital video
landscape, the Interactive Advertising Bureau (IAB)
today announced the release of a “Digital
Video Ad Serving Template” (VAST), designed to
standardize communication protocol between video players and servers.
VAST will allow companies to build digital video players and video ad
servers that have the same interfaces and speak the same standard
language. Publishers who use the standard will be able to plug into
multiple third-party digital video ad servers and networks without
additional development and therefore enable a powerful tool for
improving yield.
This document:
-
Defines a standard ad response for in-stream video
-
Provides specifications that are compatible with any video player
framework
-
Includes guidance for most on-demand video players (i.e., Adobe’s
Flash, Microsoft’s Windows Media Player and
Real Player)
-
Includes accommodations for linear video and interactive ads (e.g.“pre-roll”)
as well as non-linear ads such as clickable overlays as described in
the IAB Digital Ad Format Guidelines
“Digital video is one of the most exciting
platforms to emerge within the interactive advertising ecosystem,”
said Randall Rothenberg, president and CEO of the IAB. “VAST
is a critical industry accomplishment because it lays out a much-needed
mechanism for standardization in one of the hottest areas of interactive
advertising.”
“VAST allows for standardized communication
between ad servers and players which is essential as more and more
marketers embrace digital video as a key element of their interactive
media plans and publishers wish to maximize yield on their video
inventory,” said Ari Paparo, Group Product
Manager, Advertiser Products of Google. The public comment period will
last until September 10, 2008. The feedback will then be reviewed and
the document will be finalized and publicly released.
To review the complete document, please go to: www.iab.net/vast
About the IAB’s Digital Video Committee:
The Digital Video Committee of the IAB is comprised of over 145 member
companies actively engaged in the creation and execution of digital
video advertising. One of the goals of the committee is to implement a
comprehensive set of guidelines, measurement, and creative options for
interactive video advertising. The committee works to educate marketers
and agencies on the strength of digital video as a marketing vehicle. A
full list of Committee member companies can be found at: http://www.iab.net/member_center/35088?iabid=a0330000000s0p4AAA
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net)
represents over 375 leading interactive companies that actively engage
in and support the sale of interactive advertising. IAB members are
responsible for selling over 86% of online advertising in the United
States. On behalf of its members, the IAB is dedicated to the growth of
the interactive advertising marketplace, of interactive’s
share of total marketing spend, and of its members’
share of total marketing spend. The IAB evaluates and recommends
standards and practices, fields interactive effectiveness research, and
educates marketers, agencies, and media companies, as well as the wider
business community, about the value of interactive advertising.
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