Having settled on new video ad guidelines back in May, the Interactive Advertising Bureau (IAB) is now trying to establish a standard for video players. The IAB has just released a Digital Video Ad Serving Template, dubbed VAST, which is designed to standardize communication protocols between video players and services.
With the announcement, The IAB is also looking for public comments on the new template guidelines and will be allowing comments through September 10, 2008. The feedback will then be reviewed and the document will be finalized and publicly released. To review the complete document in its current form as well as to comment on the guidelines and template, please go to: www.iab.net/vast
- Defines a standard ad response for in-stream video
- Provides specifications that are compatible with any video player framework
- Includes guidance for most on-demand video players (i.e., Adobe's Flash, Microsoft's Windows Media Player and Real Player)
- Includes accommodations for linear video and interactive ads (e.g."pre-roll") as well as non-linear ads such as clickable overlays as described in the IAB Digital Ad Format Guidelines
"Digital video is one of the most exciting platforms to emerge within the interactive advertising ecosystem," said Randall Rothenberg, president and CEO of the IAB. "VAST is a critical industry accomplishment because it lays out a much-needed mechanism for standardization in one of the hottest areas of interactive advertising."
"VAST allows for standardized communication between ad servers and players which is essential as more and more marketers embrace digital video as a key element of their interactive media plans and publishers wish to maximize yield on their video inventory," said Ari Paparo, Group Product Manager, Advertiser Products of Google.
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