What is VAST?

VAST (Video Ad Serving Template) is an industry-standard XML schema for serving video advertisements in digital advertising ecosystems. VAST provides a universal format that enables ad servers, video players, and ad networks to communicate seamlessly, eliminating the need for custom integrations between each component.

VAST defines the structure for ad responses, including ad metadata, media files, tracking URLs, and interactive elements. The standard ensures consistent ad delivery across different platforms, players, and ad networks, making it the foundation of programmatic video advertising.

How VAST Works in TelemetryTV

TelemetryTV integrates VAST-compliant ad servers into the advertising campaign system. When a campaign requests ad content, the system queries VAST-enabled ad providers using standard VAST protocol requests. The ad server responds with a VAST XML document containing:

• Ad metadata: Campaign information, advertiser details, creative IDs
• Media URLs: Links to video ad files (MP4, HLS, DASH formats)
• Tracking pixels: URLs for impression, click, and completion tracking
• Interactive elements: Overlays, companion banners, click-through URLs
• Fallback options: Alternative ads if primary inventory is unavailable

The player parses the VAST response, selects appropriate media files based on device capabilities and network conditions, and executes tracking requests as ads play. This integration enables campaigns to leverage external programmatic ad inventory alongside owned content.

VAST in Modern Ad Campaign Setups

Modern digital advertising relies on VAST for several critical functions:

Programmatic Ad Buying: VAST enables real-time bidding (RTB) and programmatic ad exchanges where advertisers bid on ad inventory automatically. Campaigns can connect to these exchanges to access premium ad inventory.

Ad Network Integration: Major ad networks (Google Ad Manager, The Trade Desk, Amazon DSP) deliver ads via VAST. Campaigns integrate with these networks to access their inventory pools.

Dynamic Ad Insertion: VAST supports dynamic ad insertion (DAI), allowing ad servers to select the most relevant ad for each viewer based on targeting criteria, time of day, or inventory availability.

Multi-Source Waterfalling: VAST responses can include multiple ad options with fallback chains. Campaigns use this capability to create ad source priority lists, ensuring continuous ad delivery even when primary sources lack inventory.

Measurement and Attribution: VAST includes built-in tracking mechanisms for impressions, clicks, completions, and other engagement metrics. This enables accurate campaign performance measurement and attribution reporting.

Cross-Platform Compatibility: VAST ensures ads work consistently across different devices, players, and platforms. TelemetryTV leverages this compatibility to deliver ads to diverse device types from the same campaign configuration.

Click the link for the VAST Technical Reference information.