IAB Tech Lab unveils VAST CTV addendum draft, promotes cross-version compatibility for Advanced TV
The Interactive Advertising Bureau Tech Lab (IAB Tech Lab) is inviting public comment on its VAST CTV Addendum 2024. This draft addendum aims to bring essential features from VAST 4.x to older versions (VAST 2 and 3), providing backward compatibility that could revolutionize measurement and delivery in Connected TV (CTV) environments.
The Video Ad Serving Template (VAST) is the backbone of video ad delivery, but fragmented adoption of older versions hinders advanced use cases. This addendum seeks to streamline the CTV landscape by retrofitting support for:
- Universal Ad ID: Enables consistent cross-media measurement
- Open Measurement: Standardizes viewability metrics across devices for reliable reporting
- Interactive Ads: Enhances the user experience, opening up new creative possibilities
- Higher-resolution Mezzanine Files: Ensures content quality and versatility across platforms
The Path to a Unified CTV Ecosystem
The decision to extend support to older VAST versions reflects market needs. By standardizing critical features, the addendum fosters compatibility, leading to significant benefits:
- Seamless Measurement: UniversalAdId simplifies reporting and reconciliation, saving time and resources across linear and CTV campaigns.
- Enhanced Ad Decisioning: Consistent UniversalAdId placement helps automate frequency capping and competitive separation.
- Innovation and Growth: Removing technical hurdles and unifying the CTV landscape sparks new revenue opportunities and a more dynamic environment.
The VAST CTV Addendum 2024 promises to streamline CTV ad delivery and measurement. By embracing these changes, the industry can unlock the full potential of Advanced TV.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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