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What Are VAST Tags?(video ads on WordPress)

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Video advertising has seen tremendous growth over the years, which can be partly attributed to the widespread adoption of VAST. In fact, spending in video advertising is projected to reach $106.9 billion this year, before climbing to $162.2 billion by 2026. Many sites are leveraging programmatic video advertising as a means to increase their revenue. So what is VAST? And what are its benefits? In this article, we’ll cover the definition and history of VAST tags, and how to create them.

Table of Contents

What Is a VAST Tag?

A VAST tag (Video Ad Serving Template) is a script that allows video players and ad servers to communicate with each other effectively. Ad servers generate these VAST tags. A VAST tag instructs video players how to retrieve an ad, when to render the ad, the type of ad media, along with the ad length, format, duration, tracking information, and pricing. Using XML schema, VAST transfers metadata from the master video ad slot source in a format readable by both humans and computers, making them an accessible tag type for video ads. When a video player understands VAST, it is able to play third-party video ads, regardless of the publisher’s ad server or ad network, thus simplifying the video ad process.

How Does VAST Work?

VAST operates using three simple processes:

  1. VAST Request: A request is sent from the video player to the ad server to retrieve the video ad.
  2. VAST Inline Response: The ad server receives the request and replies with an inline response containing the media file and requisite tracking URLs.
  3. Tracking URLs Pinged: Once the video has been played, the video player then fires the tracking URL (or tracking pixels) to begin recording impressions for the video in question.

A Brief History of VAST and Video Ads

VAST tags were created by the Interactive Advertising Bureau (IAB). Version 1.0 was released in 2008 and has been regularly updated ever since, based on advertiser feedback and response. All major video players support either VAST or VPAID tags to ensure video ads play as expected.

The VAST Timeline:

  • Version 1.0 (2008): Supported MP4, 3GP, and .MOV video formats. Basic play/stop/pause functionality and linear event tracking.
  • Version 2.0: Supported more video formats including Flash and JavaScript, added quartile event and player tracking (linear, non-linear, and companion ads).
  • Version 3.0: Added skippable ads, OBA compliance, and improved error reporting.
  • Version 4.0 (2018): Included options for separate video and interactive files, mezzanine files, server stitching, viewability, verification, advanced reporting, and closed captioning capabilities.

Key Elements in a VAST Tag

VAST uses XML markup schema, and VAST tags are pieces of code in this language that allows video players to understand detailed information about the ad.

Key Elements:

  • Media File: Contains the advertiser’s ad creative, usually a web link.
  • Video Format: Defines the format of the ad creative (e.g., MP4, FLV, GIF).
  • Tracking: URL link to a resource in the ad server that tracks ad impressions and performance.

Benefits of VAST Tags

  • Streamlined Communication: Between ad servers and video players.
  • Reduced Errors: In ad playback and rendering.
  • Increased Control: For advertisers in creating and implementing video ads.
  • Time and Cost Efficiency: Simplifies the process and reduces costs.

How to Create a VAST Tag

There are three ways to create a VAST tag:

  1. Manually: Using XML and pre-defined parameters.
  2. Through an Ad Server: Like Google Ad Manager.
  3. Using Third-Party Tools: Ensure compatibility with your video player.

Steps to Create a VAST Tag in Google Ad Manager:

  1. Sign in to Google Ad Manager.
  2. Navigate to Inventory > Ad Units.
  3. Locate the ad unit and click on Tags.
  4. Fill out the options for each section and click Continue.
  5. Copy the tag.

How to Validate VAST Tags

Validators ensure the VAST tag is operational and free of bugs:

  1. IAB’s VAST Tag Validator: Requires registration.
  2. Video Suite Inspector: Developed by Google.
  3. VAST Tag Tester: Developed by Springserve.

Final Thoughts

While no technology is perfect, VAST has come a long way since its inception and utilizing VAST tags will ultimately maximize video ad performance across your sites.

Need help getting started with VAST tags?

At Publift, we empower digital publishers to leverage the latest technologies for optimum performance and growth. Publift has helped its clients realize an average 55% uplift in ad revenue since 2015, through the use of cutting-edge programmatic advertising technology paired with impartial and ethical guidance. If you’re making more than $2,000 in monthly ad revenue, contact us today to learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.

VAST Tags FAQ

1. What are Third-Party Ad Tags?

Third-party ad tags are snippets of JavaScript created by a platform or website other than the one the user visits, for placement into an ad unit to help display ads.

2. Can VAST Tags Track Viewability?

Yes, as of the 4.0 update.

3. What Information do VAST Tags Package Together?

A link to the media file, the media’s format, and a tracking pixel. Also includes the ad’s length and the URL destination when a user clicks the ad.

4. What is VAST XML?

The eXtensible Markup Language (XML) used by VAST tags.

5. What is a VAST Wrapper?

A VAST wrapper contains all the information needed for the VAST tag to communicate with the media player.

6. What is a VAST Validator?

VAST validators are tools that ensure the VAST tag is operational and free of bugs.

7. What is a VAST Redirect?

A VAST redirect links to another VAST tag, allowing third parties to track clicks and impressions.


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