iab video: understanding and adopting vast 4.0 · iab video: understanding and adopting vast 4.0....
TRANSCRIPT
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IAB Video: Understanding and Adopting VAST 4.0..New York
February 5, 2016
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Welcome!
Today’s presentation is being recorded.
We have a big audience, so everyone is muted. Type your questions and comments in the Questions panel.
Share your notes! ## VAST4
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Luke Luckett Contract Project Manager
Shailley Singh Director, Mobile & Ad Products
Introductions – IAB Team
3
Amit Shetty Director, Video & Audio
Katie Stroud Contract Writer
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Mike McLeod PGA TOUR
Introduction – Presenters from our working groups
Saar Paamoni DoubleVerify
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IAB Tech Lab
5
Technical standards
Reference code
Product Certification
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Why we’re here
6
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Mike McLeod PGA TOUR
VAST Updates
Saar Paamoni DoubleVerify
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VAST Updates
8
Cross Platform Verification &
Viewability VAST
Improvements • Universal ad ID • Server-side ad insertion • Mezzanine file • Interactive creative file
• Verification call separation
• Standard viewability support
• Conditional ads • New error codes • Limit on wrappers • Ready-to-serve files • Categories
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Cross Platform Support
9
VAST Updates
Universal ad ID Server-side ad insertion Mezzanine file Interactive creative file
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Cross Platform Support
10
VAST Updates
Universal ad ID Server-side ad insertion Mezzanine file Interactive creative file
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Universal Ad ID
11
VAST Updates
What you need to know Required
Needs a registry URL and registered ID
Any registry can be used (unknown accepted when not applicable)
Support programs like
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Cross Platform Support
12
VAST Updates
Universal ad ID Server-side ad insertion Mezzanine file Interactive creative file
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Server-side ad insertion “ad stitching” VAST Updates
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Server-side ad insertion “ad stitching”
14
VAST Updates
What you need to know Tracking beacons may fire from
single IP (use X-Forwarded-For, X-Device-User-Agent headers)
VAST 4 is for everyone (not just SSAI)
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Cross Platform Support
15
VAST Updates
Universal ad ID Server-side ad insertion
Mezzanine file Interactive creative file
Mezzanine File
Too big to serve
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Cross Platform Support
16
VAST Updates
Universal ad ID Server-side ad insertion
Mezzanine file Interactive call separation
Mezzanine File
Transcoded files
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Cross Platform Support
17
VAST Updates
Universal ad ID Server-side ad insertion
Mezzanine file Interactive call separation
Mezzanine File
Server-side ad
insertion (SSAI)
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Mezzanine File
18
VAST Updates
Mezzanine File
What you need to know Optional unless
publisher requires it
Error codes to communicate mezzanine requirements and download
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Cross Platform Support
19
VAST Updates
Universal ad ID Server-side ad insertion Mezzanine file Interactive creative file What’s a
<MediaFile> ?
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<MediaFiles> <MediaFile>
</MediaFile>
</MediaFiles>
The Intent
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<MediaFiles> <MediaFile>
</MediaFile>
</MediaFiles>
Reality
? VPAID
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<MediaFiles> <MediaFile>
</MediaFile> <InteractiveCreativeFile>
</InteractiveCreativeFile>
</MediaFiles>
VAST 4
Execute First
Video File
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Interactive creative file
23
VAST Updates
VPAID What you need to know
For now, VPAID is still executed the way it always has been
VPAID may be needed in <MediaFile> for older versions
Execute <InteractiveCreativeFile> contents before video load
Execute attempt required, error code when attempt fails
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VAST Updates
24
Cross Platform Verification &
Viewability VAST
Improvements • Universal ad ID • Server-side ad insertion • Mezzanine file • Interactive creative file
• Verification call separation
• Standard viewability support
• Conditional ads • New error codes • Limit on wrappers • Ready-to-serve files • Categories
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Verification and Viewability
25
Viewability
Overview VAST 4 allows for inclusion of
verification and viewability measurement services.
VAST 4 adds capability to report viewability events from the publisher side.
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Verification and Viewability VAST Updates
For Verification Services Benefits
<InLine> <AdVerifications>
<Verification> <JavaScriptResource>
</JavaScriptResource> </Verification>
</AdVerifications> </Inline>
• Allowing verification services to be performed at the VAST level without VPAID dependency.
• Enable MRC accredited services to execute on VAST placements.
• Streamline workflow of measurement services for video ad servers.
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Verification and Viewability VAST Updates
For Publishers Benefits
<InLine> <ViewableImpression>
<Viewable>
</Viewable> <NotViewable>
</NotViewable> <ViewUndetermined>
</ViewUndetermined> </ViewableImpression> </Inline>
• Publishers will now have the capability to report on viewable events.
• Enables reporting back to multiple sources for optimization purposes.
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Verification and Viewability
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Viewability
What you need to know Verification resource is required
to be executed before ad load
Publisher use of the Viewable Impression feature is optional, but if used, appropriate use should be discussed with relevant parties.
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VAST Updates
29
Cross Platform Verification &
Viewability VAST
Improvements • Universal ad ID • Server-side ad insertion • Mezzanine file • Interactive creative file
• Verification call separation
• Standard viewability support
• Conditional ads • New error codes • Limit on wrappers • Ready-to-serve files • Categories
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VAST Improvements
30
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
<VAST>
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VAST Improvements
31
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Loading…
Ad Server
VAST Request
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VAST Improvements
32
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
…still loading
?
Ad Server
VAST Request
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Conditional Ads
33
VAST Updates
Do you have an ad?
Maybe
Good to know <Ad conditionalAd=true>
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Conditional Ads
34
VAST Updates
? What you need to know Operates on the honor system Default value is “false” When noted, player may decide
whether to accept or move on
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VAST Improvements
35
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Why didn’t the ad play?
I need a mezzanine file and you didn’t send one.
The mezzanine file is still being downloaded.
You keep sending me wrappers!
You couldn’t promise me an ad (conditional ad).
I needed to know what category the ad fell under.
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VAST Improvements
36
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Loading…
Ad Server
VAST Request
<Wrapper>
<Wrapper>
<Wrapper> <Wrapper>
<Wrapper>
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VAST Improvements
37
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Loading…
Ad Server
VAST Request
<Wrapper>
<Wrapper>
<Wrapper> <Wrapper>
<Wrapper>
STOP!
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VAST Improvements VAST Updates
<Wrapper> STOP!
What you need to know Player not required to stop at 5 After 5 wrappers, player may
move on to next ad option
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VAST Improvements
39
VAST Updates
Conditional ads New error codes Limit on wrappers
Ready-to-serve files Categories
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Ready-to-Serve Files
40
VAST Updates
<MediaFile> </MediaFile> <MediaFile> </MediaFile> <MediaFile> </MediaFile>
What you need to know
Option 1: Provide 3 video files in 3 <MediaFile> elements
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Ready-to-Serve Files
41
VAST Updates
What you need to know
<MediaFile> </MediaFile> <MediaFile> </MediaFile>
Option 2: Use VPAID to serve files, but include one ready-to-serve file
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<MediaFile> </MediaFile> <MediaFile> </MediaFile>
Ready-to-Serve Files
42
VAST Updates
What you need to know
Option 3: Include an adaptive bitrate streaming file that uses three levels of quality
low
med
hi
gh
high
high
high
high
med
med
med
med
low low low low low
med
hi
gh
high
high
high
high
med
med
med
med
low low low low
Sections of an adaptive bitrate streaming file
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VAST Improvements
43
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Content Category Ad Category
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VAST Improvements
44
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Content Category Children’s Eduction
Ad Category
A B C
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VAST Improvements
45
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Content Category Children’s Eduction
Ad Category Alcohol
A B C
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VAST Improvements
46
VAST Updates
Conditional ads New error codes Limit on wrappers Ready-to-serve files Categories
Also use to: Match ad to viewer interest
(car seat ads on new mother tutorial) Prevent brand collision
(back-to-back ads for Nike and Adidas) Support brand safety
(airline ads on plane crash history site)
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Categories VAST Updates
What you need to know Optional unless publisher
requires it Category list not standardized Make sure the list describes AD
content (not site content) Identify the list authority
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Q&A
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Resources
49
Registration for webinar on What’s New in the Digital Video Ad Formats Guidelines https://attendee.gotowebinar.com/register/5157529042463626498 Link to VAST 4.0 (4.01 update to be posted to this same link when released) http://www.iab.com/wp-content/uploads/2016/01/VAST_4-0_2016-01-21.pdf Link to Digital Video Ad Format Guidelines http://www.iab.com/wp-content/uploads/2016/01/DVAFG_2015-01-08.pdf
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Contacts
50
IAB Ad Technology Lab [email protected] Amit Shetty, Director Video and Audio [email protected] Shailley Singh, Director Mobile and Ad Products [email protected]