| VAST (Video Ad Serving Template) is an XML schema providing standardized instructions to video players on how to play specific video ads, detailing aspects like ad file location, type, tracking URLs, and clickthrough links, essentially acting as the common language between ad servers and video players for ad delivery and measurement. VMAP (Video Multiple Ad Playlist), also an XML standard, complements VAST by allowing video publishers to define the exact timing and placement of ad breaks within a video's timeline without altering the core content, functioning as a roadmap for where and when ads should appear. Together, VMAP orchestrates the ad break schedule within a video, and for each scheduled break, VAST furnishes the detailed script for the ad(s) to be played, enabling dynamic, flexible, and precisely tracked video advertising experiences. 
What is VAST?VAST stands for Video Ad Serving Template. It's a universal XML schema for structuring ad tags that instruct video players on how to play video ads. Think of it as the standard language that a video player and an ad server use to communicate.
Here's a breakdown of what that means in the AdTech industry:
- Standardized Communication: Before VAST, every video player and ad server spoke a slightly different "language." VAST provided a common framework, allowing them to understand each other. This is crucial for the programmatic ad buying process, where ads are bought and sold automatically in real-time.
- Instructions for Video Players: VAST tags contain information about:
- Where to find the video ad file (the actual video): It specifies the URL of the video file (e.g., MP4).
- What kind of ad it is: Whether it's a pre-roll, mid-roll, or post-roll ad.
- Companion ads: Visual ads (like banner ads) that may appear alongside the video ad.
- Clickthrough URLs: Where to send the user when they click on the ad.
- Tracking URLs: URLs to ping when certain events happen (e.g., ad started, ad completed, ad clicked). These are used to measure ad performance.
- Skippability: Whether the ad can be skipped after a certain duration.
- Ad Title and Description: Metadata associated with the ad.
- Enables Ad Measurement and Reporting: The tracking URLs within VAST are critical for reporting on ad performance. They allow advertisers and publishers to track impressions, clicks, completions, and other key metrics. This data is used to optimize campaigns and understand ROI.
- Key Components of a VAST Tag: While the exact structure can vary, a typical VAST tag will contain elements like:
- <VAST>: The root element, containing information about a single ad.
- <InLine> or <Wrapper>: Specifies whether the VAST tag contains all the information directly (Inline) or refers to another VAST tag on a different server (Wrapper). Wrappers are common in programmatic advertising.
- <Creative>: Contains details about the creative elements of the ad, including the video file and any companion ads.
- <Impression>: URLs to ping when an ad impression is recorded.
- <VideoClicks>: URL to send the user when they click on the ad.
- <TrackingEvents>: A collection of URLs to ping for various tracking events (e.g., start, firstQuartile, midPoint, thirdQuartile, complete).
In short, VAST is the backbone of video advertising. It provides a standardized way for video players and ad servers to communicate, enabling the delivery, tracking, and measurement of video ads across the internet.
Think of it like the HTTP protocol for the web, but specifically for video ads. Just as HTTP ensures browsers and servers can understand each other to display web pages, VAST ensures video players and ad servers can understand each other to play video ads effectively.
VAST Example <VAST version="2.0">
<Ad id="601364">
<InLine>
<AdSystem>Adsystem Example</AdSystem>
<AdTitle>VAST 2.0</AdTitle>
<Description>VAST 2.0</Description>
<Error>http://myErrorURL/error</Error>
<Impression>http://myTrackingURL/impression</Impression>
<Creatives>
<Creative AdID="12345">
<Linear>
<Duration>00:00:30</Duration>
<TrackingEvents>
<Tracking event="creativeView">http://myTrackingURL/creativeView</Tracking>
<Tracking event="start">http://myTrackingURL/start</Tracking>
<Tracking event="midpoint">http://myTrackingURL/midpoint</Tracking>
<Tracking event="firstQuartile">http://myTrackingURL/firstQuartile</Tracking>
<Tracking event="thirdQuartile">http://myTrackingURL/thirdQuartile</Tracking>
<Tracking event="complete">http://myTrackingURL/complete</Tracking>
</TrackingEvents>
<VideoClicks>
<ClickThrough>http://www.examplemedia.com</ClickThrough>
<ClickTracking>http://myTrackingURL/click</ClickTracking>
</VideoClicks>
<MediaFiles>
<MediaFile delivery="progressive" type="video/x-flv" bitrate="500" width="400" height="300" scalable="true" maintainAspectRatio="true">
http://demo.examplemedia.com/video/acudeo/Carrot_400x300_500kb.flv
</MediaFile>
</MediaFiles>
</Linear>
</Creative>
<Creative AdID="601364-Companion">
<CompanionAds>
<Companion width="300" height="250">
<StaticResource creativeType="image/jpeg">
http://demo.examplemedia.com/vast/this_is_the_ad.jpg
</StaticResource>
<TrackingEvents>
<Tracking event="creativeView">http://myTrackingURL/tracking</Tracking>
</TrackingEvents>
<CompanionClickThrough>http://www.examplemedia.com</CompanionClickThrough>
</Companion>
<Companion width="728" height="90">
<StaticResource creativeType="image/jpeg">
http://demo.examplemedia.com/vast/trackingbanner
</StaticResource>
<CompanionClickThrough>http://www.examplemedia.com</CompanionClickThrough>
</Companion>
</CompanionAds>
</Creative>
</Creatives>
</InLine>
</Ad>
</VAST>
What is VMAP?VMAP stands for Video Multiple Ad Playlist. It's an XML standard developed by the IAB (Interactive Advertising Bureau) that allows video publishers to define where ad breaks should appear within a video, without actually needing to modify the video content itself.
Think of it as a roadmap for ads within a video. Instead of embedding the ads directly into the video file, a VMAP file tells a video player *where* and *when* to play different types of ads (like pre-rolls, mid-rolls, and post-rolls).
Here's a breakdown of its key aspects:
- Ad Placement Definition: VMAP specifies the exact time points in the video where ad breaks should occur. This provides control to the publisher over the user experience and ensures ads are placed at natural pauses or transitions.
- Flexibility: It separates the ad content from the video content. This means publishers can easily change the ads being served without re-encoding the video. They can also dynamically serve different ads based on factors like user demographics, location, and more.
- Standardized Format: Being an IAB standard, VMAP ensures interoperability between different video players, ad servers, and ad networks. This makes it easier for publishers and advertisers to work together across various platforms.
- Ad Pod Support: VMAP can also define "ad pods," which are multiple ads played back-to-back during an ad break. This allows for more complex ad experiences and potentially higher revenue for publishers.
- Benefits:
- Easier Ad Insertion: Publishers can insert ads without directly modifying the video content.
- Dynamic Ad Serving: Different ads can be served based on user and context.
- Improved User Experience: Ads can be strategically placed to minimize disruption.
- Increased Revenue Potential: Ability to run multiple ads within pods.
- Compatibility: Works across various video platforms and ad servers due to standardization.
In summary, VMAP is a crucial technology in online video advertising that allows publishers to manage their ad inventory more effectively and deliver a better user experience while maximizing revenue. It's essentially the instruction manual for where ads should appear in a video. <?xml version="1.0"?>
<vmap:VMAP xmlns:vmap="http://www.iab.net/videosuite/vmap" version="1.0">
<vmap:AdBreak timeOffset="start" breakType="linear" breakId="1">
<vmap:AdSource>
<vmap:VASTAdData>
<VAST version="3.0">
<Ad id="ad_3262" sequence="1">
<InLine>
<AdSystem><![CDATA[DirectCampaign]]></AdSystem>
<AdTitle><![CDATA[Team Demo - .MP4]]></AdTitle>
<Pricing model="CPM" currency="USD"><![CDATA[10.00]]></Pricing>
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