Navigating Video Ad Placements with Automated Ad Serving Technologies

Ad serving technologies have evolved significantly in recent years, with a particular focus on serving ads efficiently and seamlessly. One common question that arises is whether there are video ad platforms similar to DoubleClick For Publishers (DFP) that can serve ads directly to server-side video encoders rather than direct to the client video player. This article explores the current landscape and provides insights for publishers seeking to implement such solutions.

Understanding the Context

It's important to differentiate between publisher ad servers and advertiser ad servers. While both are crucial for ad serving, they serve different purposes. The publisher ad server is responsible for managing ad placements, while the advertiser ad server manages the ad creative and targeting. In some specialized environments, there may be custom CDNs that require ad server creatives to be pre-processed or encoded. This article focuses on the publisher ad server technology that ensures a video ad is played before the content, without requiring the ad to be stitched into the content file.

The ad integration typically happens in environments where client-side code can be utilized, such as HTML5, Flash, Java, Android, and Objective-C for iOS. This client-side code acts as a plugin for the publisher ad server, reaching out to the client to grab the ad creative to render before the video content. The ad creative for pre-roll, or the ad that plays before the video content, is encapsulated in a VAST (Video Ad Serving Template) tag, which contains pointers to different video files. These files are typically pre-processed and encapsulated in the VAST tag to cater to different encoding requirements.

The Role of VAST Tags in Ad Scheduling and Delivery

VAST tags play a vital role in ensuring that the video ad is served correctly. They are used to specify the ad creative and the methods for delivery, including the use of different video encodings. When the VAST tag is invoked, the code within the publisher ad server client-side plugin calls out to the VAST endpoint, which delivers the ad creative. This ad creative is typically obtained from the advertiser ad server, such as MediaMind, DFA, Innovid, Tubemogul, and others.

In scenarios where an environment without client-side code is available, the ad server may not function as expected. However, if such client-side code is present, it should be designed to call out to the VAST tag using HTTP, ensuring efficient and timely ad delivery. The CDN question in this context becomes more about working with the advertiser ad server to pre-encode the ad creative to the required formats specified in the VAST tag.

Challenges and Solutions

One of the key challenges when dealing with VAST tags is the need to work with multiple advertiser ad servers, each with its own requirements and protocols. However, the use of standardized VAST tags simplifies this process, maintaining consistency across different configurations. It’s crucial for publishers to have a robust understanding of VAST standards to navigate this complexity.

To ensure smooth integration and efficient ad serving, it’s essential to:

Thoroughly understand the VAST standards and their implementation. Work closely with the advertiser ad servers to ensure compatibility. Utilize client-side code that can efficiently call out to the VAST endpoints. Pre-encode ad creatives to the required formats to reduce load times. Monitor and adjust the ad serving setup as needed to optimize performance.

By addressing these challenges, publishers can effectively integrate video ad serving technologies that align with their platform requirements, enhancing the overall user experience and driving higher engagement.

Conclusion

While finding a video ad platform similar to DFP that can serve ads directly to server-side video encoders is not a straightforward task, the journey towards achieving this goal is certainly worthwhile. By leveraging standardized VAST tags and working closely with multiple advertiser ad servers, publishers can ensure efficient and seamless ad serving. This approach not only enhances the ad experience but also improves the overall performance of the video content delivery.