You’ve likely been hearing about VPAID 2.0 since last year and may be wondering exactly why it’s important to the video advertising industry. So, let’s demystify VPAID and talk about some of the reasons the industry is adopting this new standard from the IAB.
What exactly is VPAID?
VPAID establishes a common interface between video players and in-stream video advertisements to enable a rich interactive ad experience. In addition to providing viewers with a better ad experience, it also delivers a variety of key ad performance and user interaction details to advertisers to help them measure the effectiveness of their ads.
VPAID is an important compliment to VAST, another IAB specification, as by itself, VAST doesn’t support rich interactivity. Coupling VAST and VPAID offers an enhanced solution that establishes a common communication protocol between compliant video players and ad units.
VPAID compliant publishers should expect to sell more in-stream video inventory as the adoption of VPAID gives advertisers increased control over the display of their video campaigns and allows compliant video players to enable a more diverse and interactive set of video advertising.
What’s in it for advertisers?
Here are three quick advantages of VPAID for buyers:
VPAID enhances brand safety, by providing increased transparency into every video ad opportunity, helping to reduce the impact of a variety of issues, such as non-human traffic and mis-declared player sizes. Increased transparency also helps advertisers measure the viewability of each ad impression, so they can focus on buying highly viewable inventory.
By using VPAID, advertisers are able to capture a variety of ad playback and user-interaction metrics that help them quantify and track the effectiveness of their ads.
VPAID also creates a number of key efficiencies for advertisers. The commonalities introduced by VPAID reduces the need for advertisers to develop multiple specialized versions of their video ad creative to meet the needs of each different video player. By using VPAID, you can greatly accelerate and enhance campaign execution.
We’ll be covering additional benefits for publishers and advertisers in the weeks ahead. Stay tuned!