ADTECH - Your ads will love it! - Edition No. 7 International -> ADTECH Assists in Defining Ads

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ADTECH Assists in Defining Ads
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VIDEO STANDARDS

ADTECH Assists in Defining Ads

The IAB has issued online video advertising guidelines and ADTECH is collaborating on their development. The standards should simplify the distribution of video advertising spots.

ADTECH Assists in Defining Video Advertising

Different programming languages and formats make the adoption of universal online video advertising difficult. The IAB is now setting standards with “VAST – Digital Video Ad Serving Template”. It contains pre-roll ads, display-overlays in videos and banners for video streaming – such as those offered by ADTECH.

ADTECH supports the IAB’s standardisation recommendations for video ads. Standards are important, as they enable a more effective cooperation throughout the entire sector. Especially with regard to videos, which are a highly-efficient medium for content and video, but are also expensive to produce. ADTECH customers make use of the entire bandwidth of video ads and we are convinced that standardisation will strongly promote the adoption of this advertising media.

From ADTECH’s point of view, agreeing on a common communication language, namely the XML standard, is the most important aspect with regard to these efforts. Ad network need only complete a single booking for each advertising media, as each player now communicates using the same XML format. This simplifies the traffic manager’s daily business.

The standardised communication, via XML, between the video player and the servers also provides more security and reliability. And this is precisely ADTECH’s goal. The more reliable the video integration and analysis after retrieval and playing, the more willing advertisers will be to employ this advertising format. This is something from which the entire sector will benefit.

ADTECH supported the development of these standards to the best of its ability, and will provide its customers with appropriate banner templates to enable the simple booking of video formats. The company still had a few smaller technical questions which needed clarifying; for example, as to queries between the video player and the ad server. This is why the video specialists from ADTECH actively took part in the discussion, which was running until the beginning of September.

According to ADTECH, it will be necessary in the next step to adapt the rich media guidelines of the IAB to the video specifications. This will be required in order to, for example, consolidate the functions and function names in the video player.

The new guidelines will initially only apply to the American advertising market. In the Europe, trade associations in the respective countries are already developing similar standards which will almost certainly be aligned with the US specifications. ADTECH, as an international provider, will promote these standards worldwide, and will assist in their implementation.

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VIDEO STANDARDS