{"id":18758,"date":"2024-06-20T16:41:35","date_gmt":"2024-06-20T16:41:35","guid":{"rendered":"http:\/\/scannn.com\/advertising\/vast-4-3-vs-vast-4-0-whats-new\/"},"modified":"2024-06-20T16:41:35","modified_gmt":"2024-06-20T16:41:35","slug":"vast-4-3-vs-vast-4-0-whats-new","status":"publish","type":"post","link":"https:\/\/scannn.com\/lv\/vast-4-3-vs-vast-4-0-whats-new\/","title":{"rendered":"VAST 4.3 Vs VAST 4.0: What\u2019s New?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"brief-history\"\/>Brief History<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>For the digital advertising ecosystem, VAST is extremely valuable, with a VPAID ad format that automatically supplies ads with an interactive component to a media player. However, delivering causes definite challenges for publishers. For example, if the player doesn\u2019t accept the interactive format, the video ad may fail to display or be slow. VPAID is also used for measurement and verification instead of ad interactive delivery as it was designed. It has been recently replaced by SIMID and OMID standards.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"538\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630-1024x538.png\" alt=\"What's new in VAST 4.3\" class=\"lazy lazy-hidden wp-image-3650\" style=\"width:760px\" srcset=\"\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 1\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630-1024x538.png\" alt=\"What's new in VAST 4.3\" class=\"wp-image-3650 lazy\" style=\"width:760px\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630-1024x538.png 1024w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630-300x158.png 300w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630-768x403.png 768w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/1200x630.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 1\"\/><\/noscript><\/figure>\n<\/div>\n<p>Despite the drawbacks, VAST constantly keeps improving as the digital media marketplace has become increasingly complex. In 2016, VAST 4.0 had many updates through which the ads were displayed more smoother and without interruptions. And now, VAST 4.3 solves several challenges that help create an easy and productive workflow between the partners.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%d0%a1omparative-table-of-vast-40-vast-43\"\/>\u0421omparative table of VAST 4.0 &amp; VAST 4.3<span class=\"ez-toc-section-end\"\/><\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"608\" height=\"1024\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-608x1024.png\" alt=\"VAST 4.3 vs VAST 4\" class=\"lazy lazy-hidden wp-image-3652\" srcset=\"\" sizes=\"auto, (max-width: 608px) 100vw, 608px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 2\"\/><noscript><img decoding=\"async\" width=\"608\" height=\"1024\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-608x1024.png\" alt=\"VAST 4.3 vs VAST 4\" class=\"wp-image-3652 lazy\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-608x1024.png 608w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-178x300.png 178w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-768x1293.png 768w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0-912x1536.png 912w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/\u0421omparative-table-of-VAST-4.3-and-VAST-4.0.png 1200w\" data-sizes=\"(max-width: 608px) 100vw, 608px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 2\"\/><\/noscript><\/figure>\n<\/div>\n<p>* VPAID has been deprecated as of VAST 4.1. It is replaced by SIMID (Secure Interactive Media Interface Definition) and OMID (Open Measurement Interface Definition). The change is based on improved standards \u2013 OMID for measurement and verification and SIMID for interactivity.<\/p>\n<p>Our team praises the latest VAST and its functionality. The most recent updates implemented by VAST that apply to its 4.3 version aim to solve standard advertisers\u2019 problems and satisfy their needs. For example, it has addressed and improved tracking, scoring, and bizarre behavior issues. We also cherish how updated VAST 4.2 can cater to advertisers\u2019 changing needs and respond to the fast-changing digital environment. Besides, several new macros appeared making it easier for users to watch content.<\/p>\n<p>For familiarization with all updates, please, take a look at VAST 4.3 specification.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"recent-changes-from-vast-4-to-43\"\/>Recent Changes from VAST 4 to 4.3<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>IAB Tech Lab added some additional changes and fixes to the VAST 4.3 over time. At the moment, the list of the latest updates includes the following:<\/p>\n<ol>\n<li>Fixed HTMLResource description &amp; example<br \/>A \u201csnippet\u201d of HTML code to be inserted directly within the publisher\u2019s HTML page code.<\/li>\n<li>Creative Resource Files for Non-Video and Non-Audio<br \/>NonLinear ads, Companions, and Industry Icons are non-video and non-audio creative, so creative files are nested using elements that define the creative resource file provided: StaticResource, IFrameResource, and HTMLResource.<\/li>\n<li>Fixed IconClickFallbackImage(s) references<br \/>The element is used to display information when an icon click occurs.<\/li>\n<li>The VAST Terminology List was updated<\/li>\n<li>Added reference to \u201clatest\u201d macros list<br \/>New macros can be added without requiring a new VAST version at every change. The latest list is being maintained on the IAB Tech Lab\u2019s VAST GitHub repository.<\/li>\n<li>A new macro was added for [PLAYBACKMETHODS]. It indicates continuous play, so now users can watch content episodes one by one without any actions.<\/li>\n<li>Now one can include inline URI data for interactive creative files, for example when putting HTML instead of URL for retrieving files.<\/li>\n<\/ol>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"760\" height=\"399\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/HTMLResource-description.png\" alt=\"VAST HTML resource and desctiption\" class=\"lazy lazy-hidden wp-image-2909\" srcset=\"\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 3\"\/><noscript><img decoding=\"async\" width=\"760\" height=\"399\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/HTMLResource-description.png\" alt=\"VAST HTML resource and desctiption\" class=\"wp-image-2909 lazy\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/HTMLResource-description.png 760w, https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/HTMLResource-description-300x158.png 300w\" data-sizes=\"(max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 3\"\/><\/noscript><figcaption class=\"wp-element-caption\">Fixed HTMLResource description &amp; example<\/figcaption><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"760\" height=\"678\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/icon-fallback-image.png\" alt=\"icon fallback image\" class=\"lazy lazy-hidden wp-image-2910\" srcset=\"\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 4\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"760\" height=\"678\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/icon-fallback-image.png\" alt=\"icon fallback image\" class=\"wp-image-2910 lazy\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/icon-fallback-image.png 760w, https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/icon-fallback-image-300x268.png 300w\" data-sizes=\"(max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 4\"\/><\/noscript><figcaption class=\"wp-element-caption\">Fixed IconClickFallbackImage(s) references<\/figcaption><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"760\" height=\"806\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/VAST-Player-support.png\" alt=\"Player Support in VAST 4.3\" class=\"lazy lazy-hidden wp-image-3653\" srcset=\"\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 5\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"760\" height=\"806\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/VAST-Player-support.png\" alt=\"Player Support in VAST 4.3\" class=\"wp-image-3653 lazy\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/VAST-Player-support.png 760w, https:\/\/adtelligent.com\/wp-content\/uploads\/2024\/01\/VAST-Player-support-283x300.png 283w\" data-sizes=\"(max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 5\"\/><\/noscript><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"audio-in-vast-41\"\/>Audio in VAST 4.1<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>An essential addition to the VAST featured in the 4.1 updates is worth extra attention.\u00a0<\/p>\n<p>Digital Audio Ad Serving Template\u00a0(DAAST) was deprecated and replaced by\u00a0<strong>VAST<\/strong>. DAAST defined a standard structure for delivering the details of an audio ad from an ad server to an audio player.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" loading=\"lazy\" width=\"760\" height=\"815\" data-lazy-type=\"image\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/VAST-audio-ads-DAAST-work.png\" alt=\"Audio VAST tags\" class=\"lazy lazy-hidden wp-image-2911\" srcset=\"\" sizes=\"auto, (max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 6\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"760\" height=\"815\" src=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/VAST-audio-ads-DAAST-work.png\" alt=\"Audio VAST tags\" class=\"wp-image-2911 lazy\" srcset=\"https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/VAST-audio-ads-DAAST-work.png 760w, https:\/\/adtelligent.com\/wp-content\/uploads\/2022\/09\/VAST-audio-ads-DAAST-work-280x300.png 280w\" data-sizes=\"(max-width: 760px) 100vw, 760px\" title=\"VAST 4.3 vs VAST 4.0: What\u2019s New? 6\"\/><\/noscript><\/figure>\n<p>With the release of the 4.1 version of the Digital Video Ad Serving Template, the chance to unify existing video ad specifications with the digital audio ad market became a reality.\u00a0<\/p>\n<p>Here are the differences in VAST 4.1 as a result of the DAAST absorption:<\/p>\n<ul>\n<li>Video vs Audio designations are made via the new \u201cadType\u201d attribute in the &lt;Ad&gt; object. Implementations can offer such options as \u201cvideo\u201d, \u201caudio\u201d, or \u201chybrid\u201d for ad playback. \u201cVideo\u201d is assumed to be a default setting, but other options are available to choose from as well. The \u201chybrid\u201d option supports video and audio ads within the same supply. Advertisers can use this concept as a video campaign that is not necessarily seen but always heard, as all of the vital information about a brand or service can be transmitted in audio format. All of it is without the need to create a separate audio-based tag. There is also a possibility of richer audio format options.<\/li>\n<li>DAAST\u2019s concept of &lt;Expires&gt; has been ported to VAST 4.1. It allows a media player to know if the ad server will have any timeout, after which a predetermined ad should be played or not played after all. This feature allows for better implementations of pre-fetched video ads.<\/li>\n<li>VAST 4.1 spec document clearly states if some functionalities apply differently to audio than video cases.\u00a0<\/li>\n<\/ul>\n<p>Audio ads open numerous opportunities for other streaming formats like mobile streaming or car radios. They are now fully integrated into VAST 4.1.\u00a0<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"key-takeaways-in-the-latest-vast-4-updates\"\/>Key takeaways in the latest VAST 4+ updates\u00a0<span class=\"ez-toc-section-end\"\/><\/h2>\n<p>In the list below, we can see the main benefits of the latest VAST update compared to the previous versions:\u00a0<\/p>\n<ul>\n<li><strong>User experience:<\/strong>\u00a0by using the latest VAST, publishers may control the user experience and video ads running on their pages due to a \u2018player-centric\u201d template. It gives playback control to the player. In addition, the mezzanine file and SSAI support allowed more various devices to be covered and ensured better quality of video ads.\u00a0<\/li>\n<li><strong>Better and more diverse video ads:<\/strong>\u00a0increased support for interactive and audio ads gives a chance to create ads of higher quality without blurry video content. Buyers, in turn, can bring in more creative interactive elements and access multiple verification vendors through one integration.<\/li>\n<li><strong>Better ad delivery process:<\/strong>\u00a0fewer errors and more detailed reporting allow for improving the ad delivery process. Macros helped with better device recognition and understanding, thus reducing the number of errors; simplified architecture of delivering ads (via separation of media files from some of the codes) improved the overall process and decreased the number of blank ads. Also, interactive ads may be delivered to all platforms, including OTT and mobile, due to SIMID.<\/li>\n<li><strong>Improved reporting capabilities:<\/strong>\u00a0with new VAST updates, the reporting became more transparent, allowing advertisers to see where their ads appear. Simplified tags added greatly to this development, giving more control and allowing the tracking of creative assets.\u00a0<\/li>\n<li><strong>Advanced verification capabilities:\u00a0<\/strong>\u00a0with new OMID standards that allow one tag to work across all platforms, the latest VAST version provides support across all verification vendors.<\/li>\n<li><strong>Macross added on GitHub <\/strong>for free management that does not depend on VAST updates.<\/li>\n<li><strong>Incline data URI can be added for interactive ad files.<\/strong> This may be useful when you want to place HTML code instead of a URL to retrieve the file.\u00a0<\/li>\n<\/ul>\n<p>The ad tech industry is in the process of adopting the latest version of VAST. Since adjusting and implementing changes takes time, there is a transition period for phasing out outdated specifications. There is also additional time to organically transition to new standards across the industry. Currently, VAST 4.3 tags have both the AdVerifications node for Open Measurement and the VPAID MediaFile element.<\/p>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/adtelligent.com\/blog\/ad-tech-insights\/vast-4-2-vs-vast-4-0-whats-new\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brief History For the digital advertising ecosystem, VAST is extremely valuable, with a VPAID ad format that automatically supplies ads with an interactive component to a media player. However, delivering causes definite challenges for publishers. For example, if the player doesn\u2019t accept the interactive format, the video ad may fail to display or be slow. [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":18759,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128],"tags":[],"class_list":["post-18758","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"_links":{"self":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/18758","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/comments?post=18758"}],"version-history":[{"count":0,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/posts\/18758\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media\/18759"}],"wp:attachment":[{"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/media?parent=18758"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/categories?post=18758"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scannn.com\/lv\/wp-json\/wp\/v2\/tags?post=18758"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}