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Secure Interactive Media Interface Definition (SIMID)


Open for Public Comment until November 09, 2020. Read the blog post announcement here.

Updates: Nonlinear ads support, in-app media player managed clickthrough navigation, new sample code and additional error codes.


As described in our blog post “Simplifying Video Ad Delivery”, the Digital Video Technical Working Group is replacing VPAID (Video Player-Ad Interface Definition) with a set of more focused standards – Open Measurement Interface Definition (OMID) for measurement/verification and Secure Interactive Media Interface Definition (SIMID) for interactivity.

SIMID was born from the desire to support interactive ads in a safe and secure environment for publishers and also to enable better cross-platform support by supporting mobile, SSAI and OTT devices. A main tenet of SIMID is the separation of the interactive layer from the media asset – both being delivered by VAST 4.x. This clear separation allows publisher players to be in control of their streams and enables use cases such as server-side ad insertion (SSAI), as well as live streaming.

More information about the technical details of SIMID, differences between SIMID and VPAID as well as some sample code can be found on the SIMID website at –

The latest iteration of SIMID (v1.1) introduces support for nonlinear ads including new sample code. The updates also introduce a means for media player managed clickthrough navigation for app environments, and a list of new error codes. The most up to date revisions can be found in the SIMID Living Standard and will be open for public comment through November 9, 2020. Following the comment period the working group will evaluate the comments received, make any necessary revisions, and release a final version.

Feedback can be submitted via GitHub or by email sent to:

To learn about Technology Compliance Programs for SIMID, please email

Developed by the Digital Video Technical Standards Working Group

IAB Tech Lab Contact

Katie Stroud
Senior Product Manager