Adtech Glossary - V

VAST stands for Video Ad Serving Template. It is a standard XML-based protocol developed by the Interactive Advertising Bureau (IAB) to facilitate the communication between video players and ad servers to deliver video advertisements. VAST provides a standard format that allows ad servers to deliver video ads to various video players or platforms, ensuring compatibility […]

VAST Error refers to an issue that occurs during the playback of a video ad using the VAST protocol. VAST errors can happen for various reasons, and they can disrupt the intended playback of video ads. VAST error codes and descriptions provide insights into the specific issue that occurred, helping diagnose and resolve the problem.

VAST inline response denotes a phase in the VAST ad serving process wherein the media file of the ad creative, along with its tracking URLs, is embedded directly within the code of the video player.

VAST Redirect is a VAST ad response pointing to another VAST response (sometimes called the downstream VAST response).

VAST Tag in digital advertising stands for Video Ad Serving Template. It is a set of standardized protocols for serving video ads to players on websites or mobile apps. VAST automates and enables seamless ad delivery of video advertising across multiple platforms and devices by providing a format for such ad serving. VAST tags support […]

A VAST wrapper is a VAST instance that redirects to another URL to deliver a VAST ad. This wrapper may contain its own set of tracking URLs, which trigger concurrently with the tracking URLs for the VAST ad.

vCPM, which stands for Viewable Cost per Mille, is an advertising metric that gauges the frequency at which users actually see an ad, as opposed to just how often the seller displays it. While the traditional CPM measures the cost per thousand impressions, vCPM focuses on the price for a thousand viewable impressions. Viewable impressions […]

A video ad refers to a digital advertisement that uses video content to convey a marketing message or promote a product, service, or brand. Video ads are prominent in online advertising and appear on diverse platforms, including websites, social media platforms, mobile apps, and video streaming services. These advertisements find their place across diverse online […]

Video Completion Rate (VCR) is a metric used in digital advertising to measure the percentage of viewers who watch a video ad to its completion. It provides insights into the effectiveness of a video ad campaign by indicating how engaging the content is and how successful it is at retaining viewers until the end. The […]

Video on Demand (VOD) is a television service rooted in the traditions of linear TV but adapted for the modern era. It empowers viewers by enabling them to watch their favorite TV shows or movies at their convenience, essentially putting them in control of their viewing experience. With VOD, users can select individual programs or […]

View conversion refers to a specific action or event when a user who has viewed an ad takes a desired action afterward. This action could be anything from clicking on the ad, purchasing, signing up for a newsletter, or any other engagement the advertiser considers valuable.

The View-Through Conversion represents the proportion of users who, after merely viewing an ad without clicking on it, subsequently visit the ad’s related conversion page and engage in the desired action within a specified timeframe. This metric stands apart from click conversion rates as it quantifies conversions that do not originate from direct ad clicks. […]

Viewability is a gauge to determine whether an advertisement has the opportunity to capture a user’s attention. It assures marketers that their message is visible to a potential customer. Viewability in digital goes a step further by quantifying the actual frequency with which the ad was presented to users, offering valuable insights into the ad’s […]

A viewable impression refers to a metric used to measure the visibility of a digital advertisement on a webpage or within an app. It represents whether an ad was potentially viewable by a user as it loaded on a screen. Viewable impressions are vital because they help advertisers and publishers assess their ads’ actual visibility […]

Virtual IP is an IP address that does not correspond to an individual physical device but instead represents a group of servers or network resources in the environment. Their primary usage is improving the flexibility and availability of different environments in networking or server management systems.

VMAP is a standard protocol used in the digital advertising industry to define the structure and timing of video ad placements within a video content stream. VMAP provides a way to schedule and manage the delivery of multiple video ads, such as pre-roll, mid-roll, and post-roll ads, within a single video playback session. VMAP is […]

A vMVPD refers to a digital service offering a collection of live TV channels and sometimes on-demand content over the Internet. Many consider it an alternative to traditional cable or satellite TV services, as it offers a means to access various television channels without requiring a physical line or satellite connection. A vMVPD simulates the […]

VPAID, or Video Player Ad Interface Definition, is a standard for interactive in-stream video advertising. The Interactive Advertising Bureau (IAB) developed it to establish a consistent framework for how video ads are displayed and interacted with within video players on websites and apps. VPAID enables more dynamic and interactive video ads by allowing ad creatives […]

View-through Attribution (VTA) is a method used in digital advertising to measure the effectiveness of display or video ad campaigns based on the number of users who saw an ad (impressions) and subsequently took a desired action, such as visiting the advertiser’s website or making a purchase, without clicking on the ad.