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»VPAID

Mike Chowla PubMatic
It’s Time To Say Goodbye To VPAID, For Real This Time 

"The Sell Sider" is a column written by the sell side of the digital media community. Today's column is by Mike Chowla, Sr. Director of Product Management at PubMatic and video chair for Prebid. The retirement of VPAID has been announced several times, including in 2017 and 2019. However, as of May 2021, VPAID is still widely used.  If VPAID could talk, it would surely use the Mark Twain quip, “The report... Continue reading »
by AdExchanger Guest Columnist // May 28th, 2021 //
»
Security Firm Finds VPAID Spec Manipulated To Deliver Malware

Bad actors are exploiting VPAID to serve malicious auto redirects hidden within video ads. VPAID, which stands for Video Player Ad-Serving Interface, is the old and hoary industry standard for interactive in-stream video ads. First introduced way back in 2012 by the IAB Tech Lab, VPAID created as many problems as it aimed to solve.... Continue reading »
by Allison Schiff // September 20th, 2019 //
»
Publishers Rejoice: VPAID Is Out And SIMID Is In

On Tuesday, the IAB Tech Lab explained how it would start phasing out the decade-old Video Player Ad-Serving Interface (VPAID) spec in favor of a new specification – snappily dubbed Secure Interactive Media Interface Definition (SIMID) – that specifically supports interactive video ads. The IAB Tech Lab, which has been working on a VPAID replacement since 2017,... Continue reading »
by Allison Schiff // April 23rd, 2019 //
»
VPAID Is Out, And The IAB Tech Lab Says It Has Its Replacement

The video player ad-serving interface definition (VPAID) standard, which was supposed to improve the delivery of digital video ads but struggled to hit its stride, will be sunsetted. The Interactive Advertising Bureau (IAB) Tech Lab revealed Thursday (read the blog post) that the unpopular nine-year-old video ad spec will be retired and replaced with two... Continue reading »
by Kelly Liyakasa // November 9th, 2017 //
»
VPAID May Improve Video Measurement, But Gaps Remain In Mobile And OTT

Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital... Continue reading »
by Kelly Liyakasa // August 21st, 2017 //
»
IAB Tech Lab Wants To Make Sure Advertisers Are Deploying Ads Correctly

In ad tech, even standards need standards. On Monday, the Interactive Advertising Bureau Tech Lab unveiled a compliance program for vendors to prove they’re adhering to the alphabet soup of ad delivery industry standards. Over the years, the IAB has developed a protocol for ad delivery: VAST for video ad serving; VPAID to allow video ads... Continue reading »
by Allison Schiff // November 7th, 2016 //
»
Updated MRAID Spec Could Be A Mobile Video Demand Driver

Specs and standards aren’t that sexy, but industry experts say the Interactive Advertising Bureau’s recent video addendum to rich media standard MRAID could be one of the keys to unlocking more programmatic mobile video dollars. MRAID is a mobile standard, used by many publishers and app developers, to render and serve mobile rich media programmatically.... Continue reading »
by Kelly Liyakasa // May 1st, 2015 //
»
Iframing The VAST Problem Of Video Viewability

Remember the scene in the movie "Kill Bill, Vol. 2" where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out... Continue reading »
by Ryan Joe // July 9th, 2014 //
»
 

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