Presented vision of video ad serving with VAST4, OMID & SIMID

1. The Future Of Video Ad Serving: An Update From
The IAB Tech Lab
Amit Shetty | Sr. Director, Video & Audio Products
IAB Tech Lab | April 29, 2019

2. Agenda
2
About IAB Tech Lab
Current state of video ad delivery
Where are we going?

3. 3

4. Many industry opportunities
4
Ad fraud
Transparency
Identity, Privacy & Data
Measurement

5. How We, as an Industry, Meet These Challenges
5
Proprietary
Innovation
• Product/service development
• Packaging & pricing
• Operational excellence
• Competition
• Research
• Best practices
Market Development
(supporting sales/marketing)
• Education & certification
• Events & networking
• Standardized protocols, specs, software, tools
• Compliance programs
• Quality, trust, consistency
“Ingredients”
(supporting product
development)
Member
Companies

6. 6
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Engage a member community globally to develop
foundational technology and standards that enable
growth and trust in the digital media ecosystem.
Member-driven,
member-developed
Neutral, transparent, open-source, non-biased, non-
competitive, and non-profit
Broad availability
and utility, by design
Sharing the cost, sharing
the benefits
* Local/regional
IABs supporting
Tech Lab
1,000+ companies
30 working groups
2,000+ people
Board
of
Directors

7. 7
Future of Video Ad Serving

8. Industry Requirements
8
Delivery
Verification
Interactivity

9. Yesterday and Today
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VAST VPAID MRAID CUSTOM
Custom: Proprietary Tags, VAST extensions, Proprietary SDKS

10. And Mobile ?
10
Limited VPAID
Verification needs native
SDK
VPAID not liked by
publishers
MRAID does not support
all measurement
requirements
No scale in verification
with proprietary SDKs

11. And OTT / SSAI?
11
VPAID causes errors!
How do you pass along client
context without cookies?
How does verification /
measurement work?
Bad quality creatives!

12. Simplifying Video Advertising
12
OMID
SIMID
VAST Interactive templates
VAST 4.2
Current Future
VAST Tags
VPAID Tags
Custom Tags
VPAID 2.0
MRAID 2.0
VAST Extension
VPAID Tags
Custom SDKs
TagsVPAID/ MRAID

13. VAST 4.2: Modernizing Delivery
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Safety, transparency, simplicity & increased platform coverage by separating media file from
code
Verification Support with OMID – No unknown Javascript
New safe interactivity via SIMID (new VPAID version)
Standard VAST Interactive Templates (e.g. Mobile End Card)
Mezzanine and Ready to serve (High/Low/Medium quality) Media Files
Server Side Ad Insertion(SSAI) with header handling and beaconing guidance

14. VAST 4.2: Modernizing Delivery
14
Ad Request Macros: enabling better delivery workflow & pass server context
Universal Ad ID to track creative asset
Audio Ads capability (merge of DAAST, hybrid audio-video ad support!)
Limit on wrappers: better user experience
Closed captioning standardization

15. Verification/Measurement : OMID & OM SDK
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 Replaces multiple verification SDK
integrations
 Increases access to supply and provides
flexibility for buyers
 Provides transparency, consistency, and
dependability for measurement metrics
Single integration for app developers to enable measurement by leading 3rd-party providers
Brings measurement scale and consistency to mobile in-app advertising
App
OM SDK
Measurement
Provider Tag
OMID API
Measurement
Provider
Servers
Ad
Open Measurement
Software Development Kit
(OM SDK)
…enables access via…
Open Measurement
Interface Definition
Application Programming Interface
(OMID API)
How It Works Benefits

16. Interactivity : SIMID
16
The new VPAID!
Sandboxed execution: Ad has no access to player(safe and secure)
Player controls playback: publisher in control
Pre Cache assets: better user experience
SSAI context: creative can be rendered in SSAI
Native or web player: no environment constraint like HTML video element required in VPAID

17. Interactivity : VAST Interactive Templates
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Simple : Alternative to SIMID for pre-defined, simple interactive experiences
Safe: No executable code required in the ad unit for interactivity.
Native : Like Native Ads! Publisher powers the interactive experience. Advertiser
populates it with VAST.

18. Future of Video Ad Serving
18
VAST
OMID
SIMID

19. Questions?
19
Amit Shetty
Sr. Director, Video & Audio Products
Email : amit@iabtechlab.com
Twitter: @amitshetty