![]() The VPAID API or system, however, creates a continuous link between the video ad and the video player, allowing them to coordinate in real time. Similarly, advertisers wouldn’t be able to gather information beyond basic events like ad start, pause, clicks, and so on. Ordinarily, viewers wouldn’t be able to influence video ad playback, nor could a video ad change its behavior depending on real-time information from the video player. What does it mean for an ad to be “executable”? As defined by the IAB, an executable ad uses software logic that allows viewers to provide input through their video players and/or allows those video players to collect detailed information from viewers’ actions. ![]() VPAID fulfills that need by giving advertisers and publishers a common framework for working with interactive video ads. As the digital media environment moved towards greater degrees of interactivity, digital advertisers needed a way to deploy richer, more dynamic video ads without racking up costs. Originally conceived to deliver basic, in-stream video formats, VAST didn’t have the capabilities to incorporate and respond to viewer input and direct engagement. Like other IAB Video Suite tools, VPAID ensures that you won’t need to engineer different ad materials for each available video player just to give audiences the same rich viewing experience.įirst introduced in 2012, VPAID addresses some of the limitations of the VAST protocol. Those opportunities can be as simple as giving viewers a button to share the ad to their social media account, or as impressive as building a “choose your own adventure” element into your video ad. Using Flash, before later moving to HTML5 and Javascript, VPAID adds interactivity by allowing you to deploy “executable ad units.” Essentially, you can include opportunities for audiences to engage directly with your ad material through their video players. Alongside other components like VAST and VMAP, the VPAID system simplifies the video ad-serving process and allows advertisers to launch detailed, large-scale campaigns despite an increasingly fragmented video-playing market.Ĭonsider VPAID a complement to the core functions and interoperability laid down by VAST. The Video Player Ad-Serving Interface Definition, or VPAID, is a key component of the Interactive Advertising Bureau’s Video Suite. Video Player-Ad Interface Definition (VPAID) 1 Video Player-Ad Interface Definition (VPAID).
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