Modern video advertising requires precise customization, reliable delivery, and a high level of user interaction. To meet these requirements, the industry uses various technology standards — most notably VPAID vs VAST. These two protocols are often compared to each other, as each offers unique features: one emphasizes interactivity, while the other emphasizes stability and compatibility. In this article, we will look at the key differences between VPAID and VAST, when to use each, and how the choice of standard affects the effectiveness of video advertising campaigns.
The Popularity of Video Advertising
Video content used to be associated exclusively with TV channels and rare videos on the Internet. Today, it is difficult to find a platform without video ads: they are shown in mobile applications, on news sites, in social networks and, of course, in Smart TV applications and online cinemas. Video advertising budgets continue to grow for the following reasons:
- Audience growth. Users spend more and more time watching videos, be it short videos on a smartphone or full-length films on smart TVs.
- Infrastructure improvement. The development of 4G and 5G, as well as high-speed home networks, make it possible to watch videos in HD and higher without any problems.
- Increasing efficiency. Video attracts attention and conveys emotions better, increasing brand recognition and conversion.
At the same time, the advertising market is becoming increasingly complex: accurate data on views, clicks, and viewings is needed, as well as an understanding of how and where videos will be played. Thus, there is a need for a single standard that would allow for the unification of processes, eliminating the chaos of incompatible formats.
Why is a Single Standard Necessary?
In the rapidly developing digital advertising market, a single standard is becoming a necessity. It ensures compatibility between different platforms, simplifies campaign launches, and reduces technical risks. Without a common format, the process of placing video ads becomes fragmented and expensive in both time and resources:
Disunity of formats and players
Before a single specification, each company could try to create its own format: some used unique XML structures, others used proprietary APIs, and others simply added videos through scripts. The result: if you are an advertiser who wants to place a video on dozens of sites, you have to adapt to each of them. This is not only time-consuming but also increases the risk of technical failures.
The problem of cross-platform compatibility
The more devices appear, the greater the risk that “the ad will not start on one player, and the tracking will break on another.” At the same time, advertisers want to see unified reports. It became obvious that developers needed to take control of the interaction “player ↔ ad server” so as not to come up with something special for a separate case.
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How Did the VAST Standard Appear?
VAST (Video Ad Serving Template) is an XML dataset developed by the Interactive Advertising Bureau (IAB) to simplify the delivery of video advertising across multiple platforms. VAST acts as a bridge between ad servers and video players, ensuring that video ads are served efficiently and consistently across devices and platforms.
VAST works by sending an XML file from the ad server to the video player. This file contains all the necessary information about the ad: media files, tracking URLs, and click-through links. Here is a simple flow chart:
- The video player sends a request to the ad server.
- The ad server responds with a VAST XML file.
- The video player parses the XML, retrieves the ad, and plays it.
- Interaction and completion events are tracked and sent back to the server.
Benefits of VAST for advertisers:
- Quality control. The required parameters of the video (resolution, bitrate) are specified in advance so that the videos do not “fall apart” when shown on different devices.
- Unified analytics. Tracking events (impressions, clicks, quartiles) are precisely defined, and the advertiser sees how the campaign is going on each platform.
- Scaling. Instead of a dozen manual integrations, it is enough to set everything up once in Ad Server, after which the tag will work on many sites and applications.
Benefits of VAST for publishers:
- Income growth. Video advertising, especially in the premium segment (Smart TV, CTV), is usually paid for more than classic banners.
- Simplified integration. A player that supports VAST can easily show videos from different advertisers.
- Transparency for partners. When a platform notes that it has VAST-compatible inventory, the DSP or SSP understands that there will be no problems with the launch.
Benefits of VAST for developers:
- Reduced chaos. No need to support unique APIs for each advertising platform.
- Standard tracking system. Tags like <TrackingEvents> and <MediaFile> unify all key playback moments.
- Support for interactivity. VAST extensions (via <Extensions>) or separate files (InteractiveCreativeFile) simplify the implementation of new formats.
What is VPAID?
VPAID (Video Player Ad Interface Definition) extends VAST by enabling interactivity and rich media advertising. At its core, VPAID is a combination of HTML, CSS, and JavaScript that are used to create interactive advertising of one kind or another.
VPAID’s flexibility allows for overlays, animations, and user-initiated actions – all of which increase viewer engagement and drive clicks. JavaScript support enables detailed user interaction tracking to gain deeper insights into ad performance.
VPAID requires both the ad server and the video player to support the standard. Here’s a simplified implementation:
- The video player requests an ad from the server.
- The server sends a VPAID-compliant ad, often wrapped in a VAST wrapper.
- The video player uses a script to display the ad and enable interactivity.
- User interaction is tracked and sent to the server.
VAST and VPAID are not interchangeable. They are complementary technologies. VAST lays the foundation for video ad delivery, while VPAID structures the interactive elements of the ad.
Conclusion
VPAID and VAST are not competing, but complementary standards in the video advertising ecosystem. VAST ensures reliable delivery and playback of video ads across platforms, acting as the basis for stable advertising. VPAID, in turn, adds the ability to interact with the user, introducing interactive elements and expanding the potential for engagement. An effective video campaign often requires a combined approach that uses the advantages of both formats. Understanding their differences and how they work together allows you to build more flexible and effective advertising strategies. If you need support in choosing VAST or VPAID, as well as using adtech solutions, we recommend contacting TeqBlaze to ensure a professional approach.
