MarTech Landscape: What are VAST and VPAID?
Short answer: They help to make the video ad ecosystem possible.
“I need more acronyms in my life,” said no digital marketer ever.
And, in the sea of initials in which marketers swim, two acronyms often float by: VAST and VPAID. In this article, part of our MarTech Landscape Series, we look at these two specifications for video ads.
The Video Ad Serving Template spec (VAST) was introduced by the Interactive Advertising Bureau (IAB) in 2008.
It employs XML script to describe how ads will be served to digital video players in web sites and apps, so the player knows what to do. By letting video players and video ad servers speak common phrases, it allows the servers to provide a single ad type for many kinds of players.
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