Recognizing the rising prominence of online video, the Interactive Advertising Bureau has introduced updated specifications for marketers to improve their streaming media strategies.
Marking the first major update to its in-stream video ad standards since 2008, the “IAB Video Suite” was developed by the bureau’s Digital Video Committee in partnership and its 45 member companies.
One of the suite’s key specs is a Video Ad-Serving Template (VAST), which the IAB describes as a universal protocol for serving in-stream video ads, permitting ad servers to use a single ad-response format across multiple compliant publishers and video players.
The goal of the updates is to give marketers the freedom to create better brand stories through video, according to Steve Sullivan, vice president, ad technology at the IAB. Read more: http://bit.ly/HxPhpE