This complexity and channel specific implementations are clearly a challenge for someone trying to support video ads across all channels.Ĭleaning up the video ad ecosystem (aka the future)įirst, a note about VPAID: VPAID is loved for its flexibility and the innovation that has been built on top of it, but, it is also feared – and for good reason. This table covers the three key use cases in video advertising (delivery of video ads, interactivity, and verification) across mobile in-app and browser (desktop and mobile) environments: The following is my view of the current state of video technical standards. With all these challenges, we as an industry need to set a clear path for the various use cases.Ĭurrent state of digital video advertising standards Creatives like to have more flexibility and fewer restrictions on how they build their interactive ads. Both verification vendors and publishers uniformly don’t like how VPAID is required to handle playback control instead of the player. Verification vendors (and advertisers) on the other hand would like to have more access to the publisher page in order to credibly do their job. They worry about broken UX because of unknown code, inability to pre-cache, and code making waterfall ad requests. Publishers (rightly) worry about allowing unknown/broken code on their pages. How can I pre-cache assets for a VPAID ad?Ĭlearly a big part of the problem is a question of trust and access.How do I solve the VPAID wrapper issues like latency or mixing of Flash / JavaScript ad units?.Should I use VPAID on mobile or MRAID? Do I handle mobile in-app differently from mobile web?.Can’t I just use VAST for interactive ads?.As a publisher, why should I implement all of VPAID to support viewability?.As a verification vendor, why do I have to handle interactivity?.How do we do verification on SSAI (Server-Side Ad Insertion)?.Should I use VPAID on mobile for verification? Should I use MRAID (Mobile Rich Media Ad Interface Definitions)?.Can’t I just use VAST (Video Ad Serving Template) instead of VPAID for verification?.Is VPAID (Video Player Ad Interface Definition) the right answer for verification?.This is why at the IAB Tech Lab we have been making some significant moves to simplify and clean up the digital video standards landscape.įirst, let’s go through a quick rundown of some of the questions I get asked: Nine year on, growth and innovation have led to these standards (especially VPAID) getting coopted for uses they originally weren’t intended for. Video ad revenue has been explosive growth over the last couple couple of years, so it is easy to forget that just nine years ago video was a relatively fledgling format, struggling with proprietary implementations, IAB and its members crafted the Digital Video Ad Serving Template (VAST) and Video Player Ad Interface Definitions (VPAID) specifications in order to serve video ads in a standardized, scalable manner. I will also provide a window into the direction the Digital Video Technical Working Group is headed in order to solve these issues. I am listing out a number of these technical challenges, especially around interactivity and verification. These factors have resulted in a number of new challenges in the delivery of video advertising. We have seen a number of changes in the space like diminishing browser support for Flash, as well as major growth in mobile and Over-the-Top (OTT) video platforms. The mobile height, width and IsWiFi model and their values are fetched from terawurfl.Over the last few months we have been asked a number of questions about the use of various video ad tech standards. Mobile capability: The user can additional mobile targeting feature in admin panel and can Perform targeting in campaign level.Mobile browsers: The advertisers are delivered to selected mobile browsers.Mobile manufactures: The advertiser can deliver the ads to selected mobile manufactures.IP Targeting: The advertisement is delivered within IP range.Demographic Targeting:The ad is delivered if the values of gender, age, height, and weight are matched on the campaign and zone side.Behavioral Targeting:The ads are delivered if the campaign and website categories are matched.Frequency Capping:The advertiser can define the impression count per hour.Geographic (Country): The ads are delivered to targeted countries.Time: The advertisement is delivered based on the time selected by advertiser.Operating System: The advertiser can choose the selected OS to deliver the ads.Web Browser: The ads are delivered according to the visitor browser.
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