The Video Player-Ad Interface Definition (VPAID) is a specification developed by the Interactive Advertising Bureau (IAB) to enhance the interaction between ad units and video players. Unlike the Video Ad Serving Template (VAST), which focuses on delivering and presenting video ads, VPAID adds a layer of interactivity to video advertisements. VPAID scripts enable video ads to be interactive, allowing users to engage with the ads in various ways, such as clicking for more information, participating in a poll, or even playing a game within the ad. Furthermore, VPAID provides more granular tracking and reporting for advertisers, as it allows for the collection of data on user interactions with the ad, like clicks or hover-overs. It provides a richer set of metrics for advertisers to evaluate the performance of their video ads.
Interactive Features
VPAID enables a range of interactive features within video ads. Users can click on elements within the ad to access more information, participate in surveys or polls, or even engage in mini-games. These interactive elements are designed to increase user engagement and provide a more dynamic advertising experience.
Tracking and Reporting
One of the key benefits of VPAID is its enhanced tracking and reporting capabilities. Advertisers can gather detailed data on user interactions with the ad, including clicks, hover-overs, and other engagement metrics. This data allows for more comprehensive performance evaluation and optimization of video ad campaigns.
Phasing Out in Favor of Newer Standards
VPAID is being phased out in favor of the newer IAB standard known as VAST 4.0 and the supplementary Secure Interactive Media Interface Definition (SIMID) guidelines for interactive ads. These newer standards aim to provide more secure and efficient methods for delivering interactive video ads. Mixpo, an advertising software company, provides tools for creating online video ads and identifying fraudulent web publishers. Mixpo was acquired by Netsertive in August 2017.
