{"id":923,"date":"2022-10-28T23:05:20","date_gmt":"2022-10-28T23:05:20","guid":{"rendered":"https:\/\/newormedia.com\/blog\/?p=923"},"modified":"2024-11-15T23:06:02","modified_gmt":"2024-11-15T23:06:02","slug":"vpaid-vs-vast","status":"publish","type":"post","link":"https:\/\/newormedia.com\/blog\/vpaid-vs-vast\/","title":{"rendered":"VAST vs VPAID: What Are They & How Do They Work?"},"content":{"rendered":"

Video advertising is expected to reach\u00a0$180 billion in ad spend<\/a>\u00a0in 2022 and is one of the fastest growing areas of marketing. Spending is forecasted to continue to grow at a compound annual growth rate (CAGR) of more than 12% through 2027.<\/p>\n

For publishers, this provides a significant opportunity to monetize a website, mobile site, and mobile app using video ad networks.<\/p>\n

The growth in video consumption continues to accelerate for a variety of factors, including faster internet service. The rollout of 5G service nationwide will only fuel video use. Also, some\u00a085% of Americans own a smartphone<\/a>\u00a0as a way to watch videos even outside of the home. Connected TV also provides an additional avenue for advertisers to use video ads.<\/p>\n

For advertisers, it represents a way to engage consumers more dramatically. For publishers, it creates additional ad tech monetization options.<\/p>\n

As technology has evolved, the Interactive Advertising Bureau (IAB) rallied the ad industry to develop standard video ad formats and follow best practices to provide a consistent user experience. That\u2019s where VAST and VPAID come into play, helping standardize ad delivery across a multitude of video players and devices.<\/p>\n

What is a Video Player Ad Interface (VPAID)?<\/strong><\/h2>\n

VPAID stands for video player ad interface which is a script that video players to show ads, establishing a common interface that enables a rich interactive streaming experience. VPAID makes it easier to advertisers to develop creative that can work with different video players rather than having to create multiple versions for each player.<\/p>\n

VPAID also records ad playback and user interactivity, so as a user interacts with a rich media ad inside a video ad unit, advertisers have access to the data generated.<\/p>\n

VPAID supports HTML5 and JavaScript but is not currently supported by smart TVs. For mobile applications, Mobile Rich Media Aid Interface Definitions (MRAID) is an API also used for rich media ad serving to mobile devices.<\/p>\n

One thing to note, however. VPAID was officially\u00a0retired by the IAB Tech Lab<\/a>\u00a0and replaced by the\u00a0Open Measurement Interface Definition<\/a>\u00a0(OMID) and\u00a0Secure Interactive Media Interface Definition<\/a>\u00a0(SIMID), but still remains in use today. The IAB believes VPAID does not provide adequate transparency. VPAID was also used on a desktop in conjunction with Adobe Flash technology. As Flash was phased out due to security concerns, the replacement technologies evolved.<\/p>\n

How VPAID Works<\/strong><\/h3>\n

VPAID works similarly to other ad-serving methods. When the video player sends an ad call to the ad server, the server responds with a VAST XML file along with a compliant ad unit. The video player and ad unit continuously monitor for events initiated by users as part of the stream video ad experience.<\/p>\n

Both the video ad unit and the video player track impressions and other user data, sending it back to the ad server.<\/p>\n

User Interactivity with VPAID Ads<\/strong><\/h3>\n

VPAID allows for multiple forms of interactivity, including allowing users to:<\/p>\n