Innovid partners with mobile ad platforms to upgrade VAST
The initiative, says the video marketing platform, is the first such multiparty effort.
The VAST video ad format is used widely, but it lacks some features that marketers crave. Key among them: It doesn’t readily support third-party measurement or interactive features, such as hotspots where users can request more info or a related video.
A variety of efforts to correct this situation are underway. The Interactive Advertising Bureau (IAB), for instance, is working toward standardization of these capabilities for VAST, while some verification firms and advertising providers are implementing their own solutions.
This week, New York City-based video ad platform Innovid announced it was taking a next step toward making VAST more useful for in-app video ads. It is working with three providers of mobile app inventory — Fyber, InMobi and MoPub — to launch and utilize VAST tags that are compatible with the IAB’s and others’ efforts.
Through this integration, Innovid VP of Solutions and Partnerships Michael Tuminello told me, third-party measurement and some dynamic features are available at scale for VAST. He added that this is the first effort between multiple vendors to try out a standardized set of tags and to coordinate their use across a mobile video ad ecosystem.