Video Advertising Must-Know Terminology
Video Ad Serving
Online Video Platforms
In-Stream vs. Out-Stream
Video Renditions
VAST
VPAID
Must-Know Terminology
Publisher – A seller of ad inventory. (either a website /app/OTT)
Advertiser – A buyer of ad inventory.
Ad Exchange – Technology that conducts real-time auctions for ad inventory. SSP – Supply-side platforms
Bidder – technology that buys inventory on ad exchanges. Demand-side platforms (DSPs)
Client Side – Everything that happens on a User device.
Server Side – Everything that happens remote from a User
Open Internet Supply Chain
Each time an open internet publisher sells an ad impression, its ad server selects from many
potential demand sources. If the publisher decides to fill the impression via a programmatic
auction, few technology components communicate with each other to deliver the ad. These
components are consistent across desktop and mobile devices, and across banner, video,
and native ad formats
Open_Internet_Supply_Chain_Video_Adtagmacros
Third Party Ad Serving
Each time an open internet publisher sells an ad impression, its ad server selects from many
potential demand sources. If the publisher decides to fill the impression via a programmatic
auction, few technology components communicate with each other to deliver the ad. These
components are consistent across desktop and mobile devices, and across banner, video,
and native ad formats
Site Served Ads
Third_Party_Ad_Serving+
1) Publisher ad server delivers creative to the publisher page and notifies advertiser ad server for the same.
2) Advertiser ad server records that an impression was delivered on the publisher page
Site served advertising gives publishers control over the way ads are rendered on their properties. This enables publishers to implement custom ad formats.
• Third Party Ad Serving
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1) Advertiser traffics creative assets in advertiser ad server.
2) Publisher ad server requests for the creative from advertiser ad server.
3) Advertiser ad server delivers creative assets to the publisher page.
Third party ad serving centralizes creative management for advertisers but requires standardized ad formats that are supported by all publishers.
Video Platforms
Delivers the video content for both Desktop and Mobile, it fetches video
content from either its own hosting environment or from third party sources
and then renders video playback to the user
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Video platforms also responsible for enabling user controls like play, pause, and mute.
Long form video content is often programmed via the VMAP standard, which allows
content distributors to insert pre-roll, mid-roll, and post-roll video ads within an extended
piece of video content.
In-Stream vs. Out-Stream
Ads inserted in the video content. This advertising format is called instream.
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In-stream video is most commonly user-initiated (user presses play to start video). Some instream publishers also support skippable ads in which users can skip past video ads after a
short duration.
video ads within their content feeds is called outstream video because ads are introduced
outside the context of a larger video stream.
While outstream formats vary, these ad units are most commonly configured to
automatically play when in view, and are typically set to mute by default.
In Outstream player will appear delivers the ad and disappear.
Video Renditions
Diversity in screen sizes and connection speeds, video advertisers produce multiple
“renditions” of each video asset. These renditions is happen automatically by the advertiser’s ad sever
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In practice, advertiser ad servers typically produce over a dozen renditions of each video
asset. These renditions vary the video’s encoding format, aspect ratio, player size, and
playback bit rate.
VAST
The video ad serving template (VAST) is a standard format that online video platforms which use to play video ads. VAST files contain information about where to find various video renditions as well as instructions for how to load engagement tracking pixels.
In the most common case, the online video platforms retrieves a VAST file from the publisher’s ad server. This VAST document then instructs the online video platforms to communicate with the advertiser’s ad server to fetch a video ad and post engagement events.
VPAID
VAST ad serving limits tracking to a short list of events that are reported by the online video platforms. VPAID is a solution that allows advertisers to implement custom tracking like viewability monitoring, audience verification, and fraud detection.
VAST ad serving, the online video platforms fetches and plays a video file. In VPAID ad serving, the online video platforms fetches dynamic code (either Flash or JavaScript) that takes temporary control of the player’s viewable area. Upon completion of the video ad, the VPAID wrapper returns control back to the online video platforms.
Server-Side Ad Insertion
Server-Side Ad Insertion (SSAI) or Dynamic Ad Insertion (DAI) both are same. SSAI is a process of inserting ads in content. Best example of SSAI is watching live match on Hotstar. we see ads after completion of over.
SSAI vendor should identify ad breaks in the content and transcode the creatives into low, medium, and high-quality versions. Insert ads and stitch the ad and video content together.
SSAI-supported content can be accessed across all devices in both web and app environments. This means users can stream SSAI content on desktop, mobile, and connected TV devices.
Server-Side_Ad_Insertion (1)+
Request and receive a single stream of video content from the publisher’s domain
Server-side ad insertion also breaks the functionality of ad blockers. Because video ads are served from the same domain as primary video content, ad blocking technology cannot detect the presence of advertising
About Guest Writer : Bharat Pathania
LinkedIn: https://www.linkedin.com/in/bharat-pathania-15909b36/
Associate Account Manager at Streamlyn Media & Academy of Digital Marketing
• Graduate in Computer Engineering (B.E.) from Pune University.
• 1 year 6+ month of experience, working with Mode Media as DCC (Assistant Sales planner).
• 1 Year 2+ month of experience, working with Acceline Digital as Ad Operation Specialist.
• 7 month of experience, working with Atidiv Digital as associate campaign manager.
•1 Year 10+ months of experience, working with Streamlyn Media as Account Manager
