We're happy to announce that as of today, Ooyala Pulse SDKs support playback for ads served via 3rd party VAST 4.0 tags.
Let’s talk about why this standard is important for video publishers. The IAB’s VAST version 4.0 has several new elements compared to it’s predecessors (VAST 2.0 and 3.0). One of the prominent enhancements is the improved measurement capability for viewability and verification tracking. Publishers can separate the viewability script within VAST 4.0 tags, potentially boost their device compatibility and open the way to success with greater ad opportunities.
Viewability tracking is essential for premium advertisers who seek brand-safe environment with high-quality video content and effective reach of targeted audiences. In essence, it ensures that real people are viewing their ads on active pages and fraudulent views are identified and filtered out. Prior to VAST 4.0, buyers and creative ad agencies, out of necessity, began to opt for VPAID tags to accommodate their tracking needs, which stretches the standard beyond its original intent.
Some publishers don’t allow VPAID tags on their sites for several reasons:
- It takes control from the video player. This causes the publisher to lose control over the video content, which could make the user experience unpredictable.
- The tag execution may conflict with the player UI. It could interfere with the page rendering causing page errors.
- Most importantly, when applied for this use case, it has the potential to hurt the user experience and degrade the brand value of the publisher.
With VAST 4.0, those publishers can now sell their inventory to advertisers who want viewability tracking in a non-VPAID environment. These publishers can accept VAST 4.0 ad requests and benefit from ads that would otherwise simply be lost revenue opportunities, because buyers required some type of viewability or verification tracking that previous VAST standards couldn't accommodate.
Ooyala believes strongly in the IAB’s mission here. It's clear to us that publishers who distribute video content on their website or mobile apps benefit from the IAB's industry-standard formats. As a company focused on video monetization, we support all standards that improve the overall ecosystem that delivers value to both the publisher and the ad buyer, which VAST 4.0 further facilitates.
In short, VAST 4.0 opens the door to more ads -- and more ad revenue. Learn more about Ooyala’s ad technology here and learn more about our release here.