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Evolution Of VAST Over The years & Key Difference Between Its Versions Such As VAST 2.0, VAST 3.0 & VAST 4.0

Image Source: IAB and Advertiser Perception

Over the years , Online advertising is moving from display to video , And Video ad spending is increasing.As per recent report from eMarketer Digital Video Advertising to Grow at Annual Double-Digit Rates US digital video ad spending will continue to grow at a pace that exceeds TV advertising growth through 2020.
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There are four versions of VAST released by IAB, first version which is released in 2008 was first of its kind and which start the process of standardization of Video serving template.

Various kind of update were made over the years from increasing the reporting,tracking to advancement of the functionality with different types of file support.

In the latest version VAST 4.0, new functionality which is know as ad stitching or server side stitching is introduced which will help publisher to run bypass the ad blocker.

Before understanding all different format Of VAST , Please read all terminology used in below table:

Video Ad-Serving Template (VAST) :A universal protocol for serving in-stream video
ads, permitting ad servers to use a single ad response format across multiple compliant
publishers/video players (more…)

Programmatic “buzzword”

mode_media_avinash_sharma_programmaticMany still believe that programmatic is an automated way to buy and sell in an Ad-Tech space, which will result in headcount reduction. Though the fact is people are still needed to correctly execute the technology to drive revenue. Focus is on getting the right mix of sales and operational people to scale. The promise of programmatic automating everything isn’t 100% accurate. Sellers are still required. Yield managers need to troubleshoot. Reporting – especially meaningful reporting – can be largely manual.

It’s becoming harder to monetize lower valued inventory. Buyers have become more sophisticated and their buying behavior is smarter and evolving every passing day. You need to be ahead of the curve to predict and act to generate revenue. Understand rCPM which includes fill rates and compare your numbers to programmatic vendor numbers. There are often discrepancies. Key is to evaluate vendors regularly. There isn’t a magic number when it comes to SSP vendors. It all depends on the publisher size and resources at hand. Evaluate what works, what can be managed, and what makes the most money. Forecasting is a pain though paying an attention to following points will really help you grow.


VAST 4.0 -Video Ad Serving Template

Ad tag macros VAST 4.0 IABVAST: The Video Ad Serving Template is an XML response framework that enabled a consistent delivery format for ad across streaming video platforms.

Since It’s first launch back in 2008. IAB tech lab have made several updates which not only increase overall functionality but also increase simplicity to understand. VAST 2.0 which support VPAID JS media file format enable advertiser to serve the video ads across devices without any dependency on Flash. The latest version of VAST which is released by IAB is VAST4.0 ,

  • Separate video file and interactive file:

Video file and interactive portion of ad will load from different source, which will reduce the complexity of ad loading and its interaction counting

Server-side support:


Top 10 Advertising Blogs Every Digital Advertisement Professional Should Follow

On September 7th, 1982, David Ogilvy, founder of the iconic agency Ogilvy & Mather, sent an internal memo to all of his employees.

Sparsely titled, “How to Write,” Ogilvy laid out his commandments for producing clear and efficient written messages. Among them (at number five) was the simple doctrine, “Never write more than two pages on any subject.”Surely then, Ogilvy would have loved the blog. Concise (usually under 1,000 words or less), covering only one topic and always endeavoring to add value.

The blog has become a mainstay in today’s digital marketing toolbox.There are too many advertising blogs. Way too many. Ironically, considering their topic is communications, most of them are unreadable thanks to a combination of poor content and loopy design.

I narrowed them down to just 10 (not counting AdTagMacros , of course!). Bookmark these — or add them to your RSS feed — and your bases will be covered.


Getting Started with Digital Advertising – Know the Advertising world!

Now, consider is a world where we can think of buying/ selling something online. So, you are the seller, the place where you are selling your product is a network, and the buyers who are actually interested in buying your product. Same is the case is with Online Advertising, let’s walk through the basic terminologies.
Publisher – The Seller! An affiliate (**basically any website) opens up some space on his website for advertisements. These spaces are actually known as Ad Slots, where we the ads can be placed.
Ad slots can be of different sizes which can accommodate different size advertisement banner that’s best fit for that Ad slot.

Impression – When any Advertiser Ad is displayed on a particular Ad Slot, it is counted as one single Impression.

Inventory – The number of impressions served over a period of time on a particular Ad slot constitutes to be the Inventory for the particular Ad Slot.

Ad Network – An Ad network comprises of one or more Publishers or Affiliates. One more Ad networks also tie with up each other so that they can effectively utilize the inventory.



How To Identify VAST and VPAID ?

VAST and VPAID are two basic things that every ad trafficker should know when they want to know about video ads, And if you are among those who know what is VAST and VPAID but can’t figure out which is used for what then just take quick recap from my previous Article.Article 2.

OK so we know VAST and VPAID are used for video advertising on desktop tablet and mobile.
VAST is xml template which means it’s just command that we are providing to video player on which we are going to show the ads. 



How To Use Google Swiffy to Convert Flash Into HTML5

Swiffy is a tool developed by Google to convert Flash into HTML5,
As digital advertising industry is shifting from using Flash creatives to HTML5 built creatives, there are plenty of tools which can help you to do that.

What are the prerequiste ?

As we all know that Flash file contain Clicktag which is variable use to track the clicks and redirection to advertiser page.Read More ClickTag

The clicktag is case sensitive so ClickTag clickTAG and ClickTAG are diffrent ,

So make sure which kind of clicktag is implemented inside the swf file that you are going to convert.