{"id":78073,"date":"2023-12-17T14:54:18","date_gmt":"2023-12-17T21:54:18","guid":{"rendered":"https:\/\/premiumads.net\/?p=78073"},"modified":"2024-01-02T21:54:40","modified_gmt":"2024-01-03T04:54:40","slug":"vast-tags","status":"publish","type":"post","link":"https:\/\/premiumads.net\/blog\/vast-tags\/","title":{"rendered":"What are VAST Tags And How Do You Optimize Them? (2024 Updated)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Let&#8217;s acknowledge the undeniable significance of video advertising in the expansion strategies of modern businesses. Recent research predicts a substantial surge in video advertising expenses, projecting an impressive climb from <\/span><a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/video-advertising\/worldwide\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">$176.6 billion<\/span><\/a><span style=\"font-weight: 400;\"> in 2023 to an estimated $229.8 billion by 2027.<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_45_1 counter-hierarchy ez-toc-counter ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-673850c7d8da4\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #282828;color:#282828\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #282828;color:#282828\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-673850c7d8da4\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#What_is_a_VAST_tag\" title=\"What is a VAST tag?\">What is a VAST tag?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#Integral_Elements_of_a_VAST_tag\" title=\"Integral Elements of a VAST tag\">Integral Elements of a VAST tag<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#VAST_tag_examples\" title=\"VAST tag examples\">VAST tag examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#How_does_a_VAST_tag_operate\" title=\"How does a VAST tag operate?\">How does a VAST tag operate?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#VAST_Request\" title=\"VAST Request\">VAST Request<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#VAST_Inline_Response\" title=\"VAST Inline Response\">VAST Inline Response<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#URL_Tracking\" title=\"URL Tracking\u00a0\">URL Tracking\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#Tips_for_optimizing_VAST_tags\" title=\"Tips for optimizing VAST tags\">Tips for optimizing VAST tags<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/premiumads.net\/blog\/vast-tags\/#Wrapping_Up\" title=\"Wrapping Up\">Wrapping Up<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400;\">In the pursuit of boosting revenue, many advertisers are turning to programmatic video advertising as a key driver. For those aiming to precisely target their audience with video ads at the optimal time and across diverse devices, understanding VAST tags is compulsory. Let\u2019s figure out what is VAST tags and how you can optimize them for the maximal revenue.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_VAST_tag\"><\/span><b>What is a VAST tag?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The Video Ad Serving Template, or VAST was developed by the IAB as a framework to embed third-party video ads into a video stream. The VAST framework includes a standardized structure that allows advertisers to serve ads across multiple ad inventories and various video ad players.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In general, A VAST tag is an ad script generated by ad servers that allow ad servers to communicate directly with video players. Think of a VAST tag as a tiny piece of code, written in a language called XML markup schema, that sits on a publisher\u2019s website where ads are shown. This code makes sure ads appear smoothly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inside the VAST tag, there are details about the ad, such as what type of ad or the dimension the ad should be. These details are like a set of rules to guarantee the video ad will play as expected.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Integral_Elements_of_a_VAST_tag\"><\/span><b>Integral Elements of a VAST tag<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are three key elements that all VAST tag contains:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Media file: <\/b><span style=\"font-weight: 400;\">Each VAST tag includes a link to the media file holding the ad creative. It points to the URL where the media file can be downloaded or gives attributes to create a link to the ad server. Sometimes, it delivers specific details, and a link to the ad server is made for the creative part of the ad.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Video format: <\/b><span style=\"font-weight: 400;\">The VAST tag also informs the video player what kind of video ad it is, such as a flash or MP4 video. This info is handy for the video player to know the right video format needed to play the ad smoothly.<\/span><\/li>\n<li aria-level=\"1\"><b>Tracking: <\/b><span style=\"font-weight: 400;\">Keeping an eye on how ads are doing is super important in video advertising. Inside the VAST tag, there&#8217;s usually a web link to a resource in the ad server. This link has a tracking pixel, like a tiny dot, that counts how many times the ad is seen. It also gathers other important info so the advertiser can figure out how well the video ad is working.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Besides these three main parts, publishers can add more attributes to their tags. These extra options help decide how an ad will look, and they can include things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What kind of ad it is (pre-roll or mid-roll).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How long the video ads are<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The dimensions\/size of the ads<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Although it\u2019s very straightforward to create a VAST tag, there are several ways to do it:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Using Google Ad Manager: <\/b><span style=\"font-weight: 400;\">Google takes the lead when it comes to creating VAST tags for ads. They make the whole process easy and support both HTTP and HTTPS URLs.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-78081 size-full\" src=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image3.png\" alt=\"gam vast tag\" width=\"775\" height=\"433\" srcset=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image3.png 775w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image3-300x168.png 300w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image3-768x429.png 768w\" sizes=\"auto, (max-width: 775px) 100vw, 775px\" \/><\/p>\n<ul>\n<li aria-level=\"1\"><b>Using third-party tools: <\/b><span style=\"font-weight: 400;\">There are various VAST tag generators to support necessary VAST specifications.\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Manually: <\/b><span style=\"font-weight: 400;\">While you can create your ad tags manually without using GAM and third-party tools, this method is not recommended as it may contain typos or mistakes that can affect the VAST tag performance.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"VAST_tag_examples\"><\/span><b>VAST tag examples<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here&#8217;s the full example of a VAST tag, packed with elements like unviewed_position_start, ciu_szs, and gdfp_req. These elements set the stage for video delayed impressions, lay out the sizes for companion ads, and signal that the user is in the Ad Manager schema.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-78079 size-full\" src=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image1.png\" alt=\"vast tag example\" width=\"744\" height=\"580\" srcset=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image1.png 744w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image1-300x234.png 300w\" sizes=\"auto, (max-width: 744px) 100vw, 744px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But wait, there&#8217;s more! The tag also goes with extra elements like impression tracking pixels, creative assets for the ad, and companion ads to ensure the ad experience is top-notch.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_does_a_VAST_tag_operate\"><\/span><b>How does a VAST tag operate?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-78080 size-full\" src=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image2.png\" alt=\"vast tag operation\" width=\"1440\" height=\"756\" srcset=\"https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image2.png 1440w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image2-300x158.png 300w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image2-1024x538.png 1024w, https:\/\/premiumads.net\/wp-content\/uploads\/2024\/01\/image2-768x403.png 768w\" sizes=\"auto, (max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As demonstrated in the picture, a VAST tag operates on three separated processes for ad insertion:<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"VAST_Request\"><\/span><b>VAST Request<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how the process kicks off: The video player sends a request to the ad server asking for the video ad. This request spills contain information about available ad slots, what ad type it is, and targeting criteria.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"VAST_Inline_Response\"><\/span><b>VAST Inline Response<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When the ad server receives the request, it quickly sends an inline response right back to the video player. This response packs the video file needed to show the ad and URLs to track how the ad is performing.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h3><span class=\"ez-toc-section\" id=\"URL_Tracking\"><\/span><b>URL Tracking\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">After the video has been played, the video player hits the go button on those tracking URLs (or tracking pixels). This is when the recording starts, keeping tabs on how many times that particular video was seen.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tips_for_optimizing_VAST_tags\"><\/span><b>Tips for optimizing VAST tags<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Optimizing VAST ads can help you maximize your video advertising revenue. Follow these tips to make sure your VAST tags are running smoothly:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Double-check your VAST tags to make sure they\u2019re free of typos before implementation.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As a golden rule, craft unique ad codes for each website to avoid duplicates.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you&#8217;re running different ad formats at the same time, consider A\/B testing with clicks and views to see how they play together and fine-tune your strategy for optimal results.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Wrapping_Up\"><\/span><b>Wrapping Up<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">VAST tag is a real-time saver for advertisers and publishers by preventing technical issues with a smooth, one-way talk between ad servers and video players. They gather all the tracking info, giving everyone involved a big-picture view of how the ad is doing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All in all, VAST tags not only streamline the ad game but also bring clarity to the performance metrics. So, whether you&#8217;re an advertiser or a publisher, embracing VAST tags is like having a trusty ally, making the ad journey smoother and more insightful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Give it a go, and let the simplified communication and comprehensive tracking elevate your advertising experience with Premium Ads. We are a Google Certified Publishing Partner with 7+ years of experience in the adtech &amp; ad monetization industry. Hundreds of publishers are maximizing their ad revenue with us, and you could be one of them! Talk to us today, and let&#8217;s bring your ad revenue to the next level.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/premiumads.net\/contact\/\" target=\"_blank\" rel=\"noopener\"><b>TALK TO US NOW<\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let&#8217;s acknowledge the undeniable significance of video advertising in the expansion strategies of modern businesses. Recent research predicts a substantial surge in video advertising expenses, projecting an impressive climb from $176.6 billion in 2023 to an estimated $229.8 billion by 2027. In the pursuit of boosting revenue, many advertisers are turning to programmatic video advertising [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":78076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[158],"tags":[],"class_list":["post-78073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adtech"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.2.1 (Yoast SEO v20.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What are VAST Tags And How Do You Optimize Them? 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