Introduction
Rapid growth of Advertising Industry results more and more comfortable ads for subscribers. In television system there were common ads for every age group which results wastage of ad revenue. For example a cooking ad is not suitable for kids. These ads are not niche targeted ads.
But now cable delivery system platform have changed from normal STB to Android STB , Smartphones, Tablets and Laptops. Which now provides more freedom to advertising industry to advertise their products in efficient way.
VAST is a protocol used to insert the ads in video streams. It establish a communication between video ad server and video player. VPAID is the advanced version of VAST. So in this article we will discuss what is VPAID, Working Of it and Merits Demerits Of it.
What Is VPAID
VPAID stands for Video Player Ad Serving Interface Definition. It was launched in 2012 by IAB (Interactive Advertising Bureau). VPAID is a code embedded with VAST for the interaction between ad unit and video player.
VPAID is responsible to deliver rich advertising to subscribers. It provides mainly two things better interaction with subscriber and activity of subscriber.
In other words, VPAID is a JavaScript Code. This JavaScript code tells the video player perform following tasks,
(1) Which ad need to play
(2) Where these ads needs to place
(3) What interaction buttons should be given to subscriber like PLAY, PAUSE & SKIP etc.
(4) What is the length of ad
Working Of VPAID
As shown above in the figure there is ad server and video player communication. First of all a request is made by video player to ad server then ad server gives response for the request. This response contains the VAST XML. Then a VPAID ad communication have started now ads are going from ad server to video player for playing. This can be also called as ad units serving process.
In the step 4 the data is collecting by the ad server from the video player. This data contains the impressions of ads as well as activities done by the subscriber to interact the ads.
To track the advertising details there are VPAID Tags available in it, video is wrapped in these VPAID Tags. A transparent layer is also inserted in video. So when the video is played in player this transparent layer measure the impressions of ads.
Merits Of Video Player Ad Serving Interface Definition
(1) Comfortable ad serving for buyers with more details.
(2) More Subscriber interaction with ads
(3) VPAID Tags makes it easy to track ads performance and CTR etc.
(4) Publisher are have more control in it.
Demerits Of Video Player Ad Serving Interface Definition
(1) Publisher’s websites get slow after implementing the VPAID.
(2) It gets fail sometime
Conclusion
Video Player Ad Serving Interface Definition is a javascript code embedded in VAST to deliver rich ads to subscribers. These ads gives more details about advertising product. Also the subscriber or buyer can interact with these product. It increases the watching time of ad and Click Through Rate. Which results more and more selling of products. It is beneficial for both publishers and advertisers. It also facilitate us for collection the behavior data of subscriber for niche targeted advertising.
Know More About What Is VAST
