Backwards compatibility for VAST 2.0 and above to support features that enable ad serving across all TV-viewing environments
The Advanced TV Working Group is pleased to announce the release of VAST CTV Addendum 2024! Tech Lab’s Video Ad Serving Template (VAST) is the widely adopted mechanism for serving ads to a video player in any environment.
Many versions of VAST are in use with varying levels of feature support. This addendum standardizes features across all versions necessary for serving ads in the evolving market of advanced TV. Using VAST extensions and instructions for implementation on each version, the addendum includes support for ACIF, Open Measurement, interactive video, high resolution creative, and icons for compliance with the Digital Services Act (DSA).
Why is it a “CTV” Addendum?
All the extensions outlined in this release apply to digital web and mobile video just as much as it does for CTV. However, the features in this addendum apply more directly to the needs of publishers offering CTV inventory. To unlock more of this inventory, buyers must request support of these features from their partners. Increasing the use of the VAST CTV Addendum in all TV-viewing environments stabilizes the ability to manage campaigns cross-platform and increase overall ROI. Wide adoption improves measurement, ad decisioning, interactive capabilities, DSA compliance, and creative reconciliation.
ACIF Support for Ad Registration
As part of the Advanced TV Commit Group’s Ad Creative ID Framework (ACIF), this addendum supports the very critical need for registered ad IDs. Ads registered with a regional ad registration authority enable a system similar to UPC codes used in retail. With ACIF this registered ID travels the video supply chain to increase transparency and ROI for all of your video ad campaigns.
New! Icons to Support DSA
One key update that was added after the release to public comment is icon support for displaying information about an ad to comply with the Digital Services Act (DSA). Much like the Digital Advertising Alliance’s (DAA) Ad Choices program, icon support in all versions of VAST can now make use of the <Icon> feature to surface details about the ad as required in Article 26 of the DSA.
Other Important Updates
As CTV evolves, new opportunities emerge for measurement and ad interaction.The need for higher resolution creative also increases as TVs with larger screens become more common. And finally, new macros are periodically added to a GitHub repository independent of any VAST updates, sometimes to help ad tech businesses comply with regional regulations. With this release, we’re asking player platforms to support as many of the latest macros as possible–regardless of which VAST version they support.
What’s Next
To make implementation as simple as possible, the Advanced TV Working Group and the Advanced TV Commit Group decided on developing this Addendum using extensions that support all versions of VAST. In most cases, adding an extension to VAST is most likely easier than updating systems to work with a newer version of VAST. VAST tag generators will need to be updated to incorporate these extensions, and video platforms will need to implement updates that recognize these standardized extensions and execute accordingly.
Supporting the extensions outlined in the latest VAST Addendum helps to scale the growing demand for these features and builds the foundation for a more stable and trustworthy video supply chain.
Katie Stroud
Senior Product Manager, Ad Experiences