The Interactive Advertising Bureau (IAB) has released
Video Player-Ad Interface
Definitions Guidelines (VPAID) for public comment. The guidelines are available
at the IAB website and are open
for public comment until March 5, 2009.
IAB definitions help to 1) define a standard method for video ads to communicate with video players and
enable ad compatibility across all VPAID-compliant players, 2) provide specifications that can be implemented by any type of video player,
and 3) cut production costs and improve ROI for advertisers while enabling a less
intrusive experience for video content viewers.
“Interactive advertising is a bright spot in the current advertising
environment, and digital video is one of its most promising formats,” said
Jeremy Fain, vice president of industry services at IAB. “VPAID is the final
piece of the current Digital Video Infrastructure Initiative. All five parts of
the initiative help define the digital video ecosystem, reduce costs and
increase efficiency for all parties and, most importantly, make it possible for
advertisers to more easily reach larger online audiences.”