Key Takeaways

• VAST (Video Ad Serving Template) is an IAB standard that provides a universal format for serving video ads across different platforms

• It uses XML structure to package video ad files, tracking URLs, and other essential metadata needed for proper ad delivery

• VAST has evolved from version 1.0 (2008) to the current standard VAST 4.2, with each version adding more capabilities

• Unlike VPAID which handles ad interactions, VAST focuses on the delivery mechanism for the video ads themselves

What the Heck is VAST Anyway?

If you've spent more than five minutes in digital advertising, you've probably heard people throwing around the term "VAST" like everybody knows what it means. But let's be honest - most folks are nodding along while secretly thinking, "what are they actually talking about?"

VAST stands for Video Ad Serving Template, and it's essentially the standardized format that makes video ads work across different players and platforms. Think of it as the universal language that lets publishers and advertisers communicate about video ads.

The IAB (Interactive Advertising Bureau) created VAST back in 2008 to solve a big problem: how to deliver video ads consistantly across different video players without needing custom integration for each one. Before VAST, video ad delivery was kind of a mess, with each publisher and ad server using their own proprietary formats.

How VAST Actually Works

At its core, VAST is just an XML document - basically a text file with a bunch of tags and information nested inside each other. Don't glaze over yet! This format is actually pretty clever.

Here's what happens:

1. A user loads a video on a website or app

2. The video player sends a request to the ad server for an ad

3. The ad server responds with a VAST document

4. The player reads that document to find all the info it needs to play the ad

5. The player handles displaying the ad and tracking the relevant metrics

The VAST document contains crucial info like:

• URLs pointing to the actual video ad files (in various formats/qualities)

• Tracking URLs for impressions, starts, quartiles, completes, etc.

• Duration of the ad

• Information about companions (banner ads that appear alongside videos)

• Interactive elements (if any)

This standardization is why the same video ad can play on YouTube, a news website, and a mobile app without the advertiser having to create different versions for each.

The Evolution of VAST (It's Been a Journey)

VAST hasn't stayed static. As video advertising has evolved, so has the standard:

• VAST 1.0 (2008): The OG version. Basic linear video ads and tracking.

• VAST 2.0 (2010): Added support for non-linear ads and expanded tracking.

• VAST 3.0 (2012): Improved error reporting and added support for ad pods (multiple sequential ads).

• VAST 4.0 (2016): Major update adding support for mezzanine files (high-quality source videos), server-side ad insertion, and universal ad ID.

• VAST 4.1/4.2 (2018/2019): Improved verification and support for digital audio ads.

This evolution reflects how video ad tech has grown more sophisticated over time. The latest versions support things like server-side ad insertion (SSAI), which helps defeat ad blockers by stitching ads directly into the content stream.

VAST vs. VPAID vs. VMAP: Sorting Out the Alphabet Soup

The ad tech world loves its acronyms, and VAST is just one of several related standards:

• VAST: Focuses on the delivery mechanism for video ads

• VPAID: (Video Player Ad Interface Definition) Handles the interactive elements of video ads. VPAID is being phased out in favor of SIMID due to security concerns.

• VMAP: (Video Multiple Ad Playlist) Specifies the timing of ad breaks within video content

While they sound similar, they serve different purposes. VAST is about delivering the ad, VPAID is about interactions within the ad, and VMAP is about when to show ads during content. As Clearcode explains, these standards work together to create the complete video ad experience.

Why Publishers and Advertisers Should Care

VAST matters for a bunch of practical reasons:

For Publishers:

• Simplified integration with multiple demand sources

• Standardized reporting across different ad platforms

• Better fill rates due to broader compatibility

• Reduced development costs for supporting various ad formats

For Advertisers:

• Wider reach across different publishers and platforms

• Consistent ad experience and measurement

• Ability to deliver high-quality creative without worrying about technical limitations

• Better verification that ads played as intended

According to AdPushup, VAST metrics are considered more reliable by many in the industry, providing a standardized way to track and measure campaign performance.

Recent Developments: Where VAST is Headed

The latest development is the VAST CTV Addendum 2024, which addresses the unique challenges of delivering ads to Connected TV environments. As streaming continues to grow, VAST is adapting to handle the specific requirements of TV-based ad delivery.

The industry continues to move toward server-side ad insertion, which helps combat ad blocking and provides a more seamless viewing experience. VAST 4.x versions have significantly improved capabilities in this area.

The Bottom Line

VAST might seem like just another technical standard, but it's actually the backbone that makes video advertising work at scale. Without it, we'd be back in the dark ages of custom integrations and incompatible formats.

Understanding VAST gives you insight into how the whole video advertising ecosystem functions. Whether you're a publisher looking to optimize your ad setup or an advertiser trying to ensure your campaigns run smoothly, knowing the basics of VAST is an essential part of your ad tech knowledge.