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What is VAST ?

VAST or Video Ad Serving Template is an IAB specification that explains how video players communicate with ad server, and serve ads.

When a video player has to play an ad, it sends a XML request to the VAST server which defines the following parameters: which ad media should be played, how (long) it should be played, and what information should be tracked as the ad is served.

VAST technology is important for advertisers and publishers as it allows them to automate and scale their advertising. Instead of publishers adapting to different ad technology, VAST bridges the gap by “translating” the language of ad servers to a language that video players can process and play the ad.

Most ads served with VAST are linear video ads (e.g. 15-second videos), and don’t support rich media and interactivity other than tracking click-throughs.

The most commonly used version of VAST is VAST 2.0, and one of the main disadvantages are problems with determining the viewability of an ad.

Due to shortcomings such as lack of interactivity and problems determining whether an ad is viewable, the advertising industry has crafted a different technology: VPAID.

Related Articles:
Related Glossary Terms:
  • Audience Segmentation
    Audience segmentation refers to the practice of breaking a large consumer base into smaller individual demographics. The act of separating a big audience into smaller groups with comparable characteristics is known as audience segmentation.
  • Cost Per View
    Cost Per View (CPV) is programmatic bidding method to buy video impressions, meaning the advertiser will only pay for video impressions (VAST or VPAID) when the impression is actually viewed.
  • CPV
    CPV is programmatic bidding method to buy video impressions, advertiser will only pay for video impressions when actually viewed. An advertiser will only pay for video impressions (VAST or VPAID) using the programmatic bidding technique known as "CPV" (or "Cost Per View") if the impression is actually seen.
  • Deal ID
    Deal ID is a unique identifier between a SSP and DSP that facilitates transactional clarity and specificity within the Programmatic Advertising ecosystem for Advertisers and Publishers.
  • Open Exchange
    Open Exchange otherwise known as Open Ad Exchange (or open marketplace) is an ad buying and selling space that gives buyers access to inventory. It is a marketplace where all vendors, buyers, ad networks, and advertisers may purchase and sell digital content.


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