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As with all IAB guidelines and specifications, this document will be updated as video advertising progresses and new ad formats become more widely adopted.NEW YORK-( BUSINESS WIRE)- VirtualAPT, a technology provider that revolutionized the 360° video sector by building autonomous robots capable of filming up to 25,000 square feet of space per hour, is now known as View Labs. These specifications were defined with creativity and innovation in mind and should not limit video player design. To improve the interactive ad experience in video players, publishers should build their video players to the VPAID specifications outlined in this document. Improving video ad supply liquidity, thus decreasing the cost of integration with each publisher.Providing common technology specifications for advertisers to develop against, thereby decreasing the cost of creative production and thus increasing business ROI.Increasing common video ad supply technology so that video publishers can readily accept video ad serving from agency ad servers and networks.With VPAID, the IAB aims to address the following market inefficiencies for publishers, advertisers, and vendors by: Also, as VPAID compliant video players enable a more diverse and interactive set of video advertising, VPAID compliant publishers should expect to sell more instream video inventory. With the adoption of VPAID, advertisers have more control over the display experience in their video campaigns. The significance is that advertisers using VPAID ads can provide rich ad experiences for viewers and collect ad playback and interaction details that are just as rich as the ad experience. VPAID enables the video player to expect and rely upon a common set of functionality from the executable ad unit. Furthermore, it enables the executable ad unit to expect and rely upon a common set of functionality from the video player.
#DIGITAL VIDEO VIEWER SOFTWARE#
VPAID establishes a common communication protocol between video players and ad units that allows a single “executable ad” (one that requires software logic to be executed as part of ad playback) to be displayed in-stream with the publisher’s video content, in any compliant video player. Layering VPAID onto VAST offers an enhanced solution. These simple ad formats do not provide an interactive user experience, and do not allow the advertiser to collect rich interaction details. VAST alone only supports relatively simple in-stream video ad formats that are not executable. However, VAST alone does not provide support for rich interactivity. The Video Ad-Serving Template (VAST), another IAB specification, provides a common ad response format for video players that enables video ads to be served across all compliant video players.
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To achieve these goals in a world without common video player functionality, advertisers would have to develop multiple specialized versions of their ad creative for every unique video player-an expensive proposition that doesn’t scale well. In-stream video advertisers have two important execution goals for the delivery of their video ad campaigns: a) provide viewers a rich ad experience, and b) capture ad playback and user-interaction details that report on the viewed ad experience. The IAB’s Video Player Ad Interface Definition (VPAID) establishes a common interface between video players and ad units, enabling a rich interactive in-stream ad experience. VPAID has been deprecated and is being replaced by Open Measurement Interface Definition (OMID) and Secure Interactive Media Interface Definition (SIMID). Choosing Between VPAID, MRAID & SafeFrame (PDF)