“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.
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.