What is VPAID?
The IAB’s VAST, VPAID and VMAP protocols have streamlined the process of video ad serving, ensuring that ads, ad servers, and video players can communicate seamlessly and effectively. VAST is considered the universal language of video ads, while VPAID (Video Player-Ad Interface Definition) introduces an additional interactive layer enriching the ad experience inside of the player.
Example of a VPAID advertisement on mobile
How common is it?
VPAID is common on desktop, but not on mobile. Smart AdServer is VPAID compliant on both desktop and mobile, for in-stream and out-stream (details below). It’s one of the first ad servers to have an SDK that supports VPAID for out-stream ads.
Can publishers trust it?
VPAID isn’t just for marketers and the publishers who run their ads. Intermediaries like trading desks win in the end as well. They welcome the opportunity to easily modify a creative’s message without having to change the video. VPAID allows them to use a standard creative that can be modified in function of target age, country, and/or ad performance. Basically, VPAID makes it easier and more likely that they’ll get the right message to the right person at the right time.
Moreover, trading desks welcome the ability to say they work with ad servers that offer a variety of options, including customized and dynamic marketing messages.
In short, the VPAID IAB standard helps the buy side, sell side and everyone in between. Now that it’s available in-app, all the players have even more opportunities to take advantage of the format and its ability to provide engaging video ads that adapt to specific audiences.