When Brightcove players make ad requests to an ad server, the request will usually include an ad format code. The ad format code tells the ad server the size and type of ad that the player can consume. This code specifies the format of the XML response that will come from the ad server to the player. Until recently, Brightcove, like all other on-demand video players, had to define the format of the XML responses from ad servers using proprietary ad formats. While the use of proprietary ad formats works and will continue to be available, the recent release of the "Digital Video Ad Serving Template," also know as VAST, by the Interactive Advertising Bureau (IAB) provides a new standard for communication between ad servers and players. Brightcove can now support the use of:
VAST is a new IAB complaint standard that is compatible with any video player framework. VAST was designed to standardize communication protocol between video players and servers. Using VAST, companies will be able to build digital video players and video ad servers that have the same interfaces and speak a common language. VAST allows you to enable third party ad serving for video. This means that if an ad request is made to a particular ad server and no ad is available that meets the targeting criteria for the ad request, then the ad request can be passed along to another ad server, which might be able to deliver an ad that meets the specified criteria. Without standard formats, third party ad serving is very difficult and publishers are often unable to access ad networks to sell unsold video ad inventory.
VAST is a new standard that is just beginning to be supported by the industry. You should verify that it is available from your ad server(s) before using it.
Brightcove is among the early adopters of VAST. At this time, Brightcove supports most of the VAST functionality, however it does not support VAST Wrappers, which are required for third party ad serving. Brightcove also does not support the combination of synched video and HTML ads (external ads). Also, all Brightcove ad formats are supported through VAST, except the Overlay to Video variation. Brightcove does not support these video ad impression events: firstQuartile, thirdQuartile, mute, pause, fullscreen. These features will be included in future enhancements to Brightcove's support of VAST.
For detailed information on the Brightcove ad formats, see Supported Ad Formats and Format Codes.
For detailed information on the VAST ad formats, see VAST Ad Formats and Format Codes.