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The 4A's and ANA Call for Adoption of IAB's VAST 4.1 and Ad-ID® StandardsNEW YORK, Dec. 12, 2018 /PRNewswire/ -- Together, Marla Kaplowitz, the CEO of the American Association of Advertising Agencies (4A's) and Bob Liodice, the CEO of the Association of National Advertisers (ANA) call for widespread adoption of Ad-ID® and the Video Ad Serving Template (VAST) 4.1. Ad-ID®, the industry standard for identifying advertising assets across all media platforms and VAST 4.1, the latest communication requirements between ad servers and video players were set by the Interactive Advertising Bureau (IAB) Tech Lab and will be brought to life at the IAB's Tech Lab Video Summit today. While previous versions of VAST did not provide all the necessary elements to streamline video ad tracking, VAST 4.1 includes key updates for improved ad verification, measurement and server-side ad insertion. More specifically, the UniversalAdId element in VAST 4.1 allows a registered identifier (Ad-ID® in the US) to be included in the actual VAST tag. Including an Ad-ID® code in the VAST tag will enable the creative asset to be properly identified across all media platforms, facilitating more granular operations and measurement data as well as better management of frequency capping. "VAST 4.1 provides the industry with a single solution for ad tracking to replace the older versions of VAST as well as other proprietary processes still being used," said Liodice. "By adopting VAST 4.1 and Ad-ID®, advertisers will be able to streamline media workflows and improve audience measurement." To further simplify the workflow, VAST 4.1 natively supports vendor verification with Open Measurement, so agencies and advertisers no longer need to use Video Player Ad-Serving Interface Definition (VPAID). Instead, they can use VAST 4.1 which removes the uncertainty around distribution and measurement of non-VPAID environments, mproving viewability and brand safety requirements. "The new elements of VAST 4.1 provide agencies with the ability to ensure ads are achieving the desired results," said Kaplowitz. "VAST 4.1 will also give publishers the ability to more accurately audit and control ad creative, which will help align digital video metrics to those already available in TV." As industry needs change and technology grows, the longstanding ad distribution and measurement processes will no longer be sufficient. The 4A's and ANA firmly believe that VAST 4.1 and Ad-ID®, which is a trademarked name and symbol, are significant steps in developing more efficient workflows and provide the foundations for more granular data for advertising assets. About 4A's About ANA View original content to download multimedia:http://www.prnewswire.com/news-releases/the-4as-and-ana-call-for-adoption-of-iabs-vast-4-1-and-ad-id-standards-300764306.html SOURCE 4A's |