Bracing for VAST 4.2: What Can We Expect?

Scaling business operations mean keeping up with current changes in the market. Both programmatic buyers and sellers need to follow standards and innovate to ensure that their strategies can boost efficiency and performance. Thankfully, the Internet Advertising Bureau (IAB) is making things happen in its Video Ad Serving Template (VAST). VAST 4.2 now allows buyers and sellers to monetize more efficiently. Ready to find out how? Read on.


VAST 4.2: The Landscape

The IAB is now phasing out Video Player-Ad Interface Definition (VPAID) and replaces it with Secure Interactive Media Interface Definition (SIMID). The VAST update would now include support for SIMID to support interactive usage, including a new tracking event and error code 902.

VAST4.2 can run high-quality video formats required when creating long-form video content. It also provides support for server-side tracking during ad-stitching, particularly for devices that cannot utilize client-side tracking methods.

The latest version also permits the embedding of optional scripts for increased ad viewability and verification.


What It Means for Sellers and Buyers

What value do these updates mean for both buyers and sellers

Advantages for Sellers

VAST 4.2 would make it easier for sellers to come up with a structure ad request template. Before this upgrade, sellers have found it difficult to follow a standard when reporting their inventory. It is pretty common to see several supply-side platforms (SSPs) to have their own parameters that make it hard for organizations to compare and contrast their data and performance. With VAST 4.2, there is now a standard process to do this.

Other useful updates for the seller side, include:

AdServing ID

VAST 4.2 now comes with an identifier, the AdServing ID. This identifier would make sellers more efficient when it comes to data comparison and impression tracking across many different platforms.

Ad Request Specification

VAST 4.2 now includes a macros-based Ad Request Specification, which allows sellers to obtain values that they can include in their ad tag while making an ad request. As mentioned, it would be easier for them to run the ad in real-time.

Server-Side Request Support

Sellers can now expect optimized processing of server-side requests, which would be extremely useful for Connected TV (CTV) and mobile advertising.

Improved Verification

Another change in VAST 4.2 is the improvement of support for verification processes. Sellers can now receive an outlined script that streamlines security and resolves any rendering issues that may arise, mainly for non-VPAID architectures.

Advantages for Buyers

The upgrade to the VAST 4.2 has advantages for sellers. But what about buyers—what doe they get from all these updates? Stronger ad performance–that’s one thing they can expect with VAST 4.2. The IAB made sure that buyers would benefit from improved performance and measurability.

Enhanced User Experience (UX)

The recent upgrade would allow buyers to enjoy high-quality ad rendering. Since the VPAID would be phased out and replaced with SIMID for interactivity and Open Measurement Interface Definition (OMID) for verification, sellers would not find it easier to avoid latency issues. For buyers, this means better viewer experience.

Better Viewability

Aside from improved UX, buyers can now access four new tracking events to ensure that they measure ad performance and viewability accurately. This means there would be better tracking of ad performance. From there, they can assess what works and what doesn’t, allowing them to adjust accordingly to increase their bottom line.

Digital Audio + Video

VAST 4.2 combines digital audio and video ads into one standard, so buyers no longer have to find different plug-ins to support both.

In sum, both buyers and sellers should brace for VAST 4.2 as it can bring in improved viewability, structured metrics, and efficient programmatic video and audio advertisements.

For more information about AlgoriX’s VAST updates or programmatic advertising, reach out to us.



Sign Up
to Our Newsletter

Get the latest company and industry updates.

Related Posts

Our Partners

Subscribe to AlgoriX

Join Our Algorian Family

Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.