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VIDEO STANDARDS
ADTECH’s ad management solution for video advertising works in full compliance with the newly defined guidelines of the Internet Advertising Bureau (IAB). As a result, the technology provider has assumed the role of the pioneering market leader and is already working on numerous video implementations for its customer roster.
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 standardization recommendations for video ads. Standards are important, as they enable a more effective cooperation throughout the entire sector. These standards are particularly important 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 standardization 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 networks 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 standardized 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.
“Now that the guidelines have been defined, we make it our key job as an international provider to implement them globally. Customers expect us to do that,” emphasizes Dirk Freytag as he explains the focal points of ADTECH’s market strategy. “As a result, our video team will spend a lot of time making adaptations and working on new programming over the next few months.”
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 complete IAB guidelines are available for download under the following link: http://www.iab.net/iab_products_and_industry_services/1421/1443/vast
More information:
Please complete our contact form, send an e-mail to or give us a call at +1 212-426-1700.
Please complete our contact form, send an e-mail to or give us a call at +1 212-426-1700.
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