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BtoB

IAB solicits public comment on video ads

Published on .

New York—The Interactive Advertising Bureau Friday announced the release of a Digital Video Ad Serving Template (VAST) for public comment. The template is designed to standardize communication protocol between video players and servers, according to the IAB.

VAST will allow companies to build digital video players and video ad servers that have the same interfaces and speak the same standard language. Publishers that use the standard will be able to plug into multiple third-party digital video ad servers and networks without additional development.

“Digital video is one of the most exciting platforms to emerge within the interactive advertising ecosystem,” said Randall Rothenberg, president-CEO of the IAB, in a statement. “VAST is a critical industry accomplishment because it lays out a much-needed mechanism for standardization in one of the hottest areas of interactive advertising.”

To review the document, go to www.iab.net/vast.

—Carol Krol

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