Benefits of Using VAST Ad Tags for Video Advertising

Looking for an effective way to monetize your video content? 

Well, you're lucky because I will talk about VAST today! 

If you're unfamiliar with them, VAST is a standardized format for serving video ads that can be used across multiple platforms and devices. 

They're widely used in online advertising and can help maximize your video ad revenue while minimizing the work required.

So, what exactly is a VAST? How can it help you serve video ads and maximize revenue? Here's what you need to know about it and how it will help you with your website.

What Is a VAST?

VAST stands for Video Ad Serving Template.

It’s a standard developed by IAB to allow in-stream video ads to be served on multiple platforms and devices. It informs an ad server about delivering a video ad on the publisher’s website.

In general, VAST includes details such as the ad's duration, format, target audience, tracking events, and the URL of the video file. 

An example of a VAST ad tag (Source: JW Player)

The Different Types of VAST-Compliant Ads

VAST-compliant ads are used across the web, including in mobile apps, games, and desktop websites, ​​each with unique characteristics. Here are some of the most common types of VAST-compliant video ads for a website:

1. Linear Video Ads

Linear video ads are the types that are embedded in video content and are commonly shown before (pre-roll), during (mid-roll), or after (post-roll) the video content. 

The term "linear" refers to these ads following a sequential viewing experience, where the viewer must watch the ad before accessing the video content.

Moreover, linear video ads can either be skippable or non-skippable. Skippable ads allow viewers to skip the ad after a certain period, while non-skippable ads require viewers to watch the entire ad before accessing the video content.

2. Non-Linear Video Ads

Non-linear video ads are inserted within video content but do not disrupt the viewer's experience like linear video ads. They can take on different formats, such as banners, overlays, or pop-ups, and they are interactive in the sense that viewers can click on them or close them.

In contrast to linear video ads, non-linear video ads do not follow a sequential viewing experience that requires the viewer to watch the ad first before accessing the video content. Rather, they offer an extra layer of advertising while the video content is playing.

3. Companion Ads

Companion ads are frequently displayed alongside video content to offer supplementary information or resources relevant to the content being viewed. 

These ads can be either static or animated and are usually in the same frame as the video player. Additionally, publishers can benefit from companion ads by generating extra revenue as they enable the sale of ad space in conjunction with their video content.

How VAST Ad Tags Deliver Video Ads

VAST Ad Tag standardizes communication between ad servers and video players. They are the bridge connecting the two. Here's how it works:

1. The publisher inserts a video player into their website to serve video ads.
2. When a user visits the website, the video player requests the publisher's ad server, asking for an ad to play.
3. The ad server responds by sending a VAST XML file to the video player. This file contains information about the video ad, including its duration, format, and target audience.
4. The video player reads the VAST XML file and displays the relevant video ad to the user.
5. As the video plays, the player sends tracking events back to the ad server, including impressions, clicks, and completions. The ad server then gathers and stores this tracking data, which can later be utilized for optimizing ad campaigns and evaluating their performance.

How VAST Can Benefit Publishers

You've probably wondered why VAST is important to you and your business. 

Here are five reasons:

1. Standardization

VAST provides a standardized way of delivering video ads across different platforms and devices, simplifying the process for publishers and advertisers. This leads to better control over the creative process and allows publishers greater control over their video ad inventory.

2. Compatibility

Without VAST, serving video ads would be a challenging and time-intensive process, as each platform and device could have distinct specifications and requirements for video ad formats.

VAST ensures that video ads are displayed accurately and in the appropriate format, regardless of the device or platform used by the viewer. This simplifies the delivery process and enhances the effectiveness of video ads, resulting in increased reach for advertisers and better revenue for publishers.

3. Tracking

VAST brings a significant benefit of integrating tracking functionality that provides extensive analytics into the performance of video ads, such as impressions, clicks, and viewability.

Consequently, publishers can better understand their video ads' performance and use this information to make informed advertising decisions, optimize their campaigns for maximum impact, and enhance the overall effectiveness of their video ads.

4. Targeting

With VAST, advertisers can precisely target their video ads to specific audiences based on various factors, like demographics, interests, and behavior. This allows them to reach the audience most likely to engage with their video ads, resulting in better conversion rates, improved brand awareness, and higher ROI.

By utilizing this feature, advertisers can customize their video ads to match their target audience's distinct preferences and behaviors, guaranteeing that their campaigns are efficient and successful. As a result, it improves video ad CPMs and revenue.

5. Efficiency

By streamlining the ad delivery process, VAST reduces the time, technical expertise, and extensive resources required to create and distribute video ads for publishers. This results in increased efficiency and cost savings for publishers, allowing them to focus on other important aspects of their business.

How Can Publishers Create a VAST Ad Tag?

To generate a VAST ad tag, publishers have various options which depend on their technical proficiency and available resources. The following are some guidelines that can be adapted to produce a VAST ad tag:

1. Choose a VAST version
   Select the VAST version that suits your needs. The latest version released by IAB was VAST 4.3 in December 2022. However, note that some video players and ad servers support VAST 4.2.
2. *Generate the VAST tag
   The video player provides a tag generator that allows you to input your ad information, such as the ad type, duration, and click-through URL, to create a VAST tag.
3. Test the VAST tag
   To confirm the proper functioning of your VAST tag, it's important to test it. You can use VAST tag validators like the Google VAST Video Suite Inspector or the JW Player VAST tag tester to ensure your VAST tag is configured correctly.
4. Implement the VAST tag
   After creating and verifying your VAST tag, the next step is its implementation by adding it to your video player. You may directly insert the VAST tag into the video player code or opt for a third-party ad server to handle your VAST tags.

Note- Generation of the VAST tag differs based on your auction setup. If you are into Direct Deals, you can use your ad server, or your ad network/SSPs/demand partners to generate static VAST tags based on your configuration. Your video players can also generate it for you. 

However, if you are using real-time bidding (RTB) like video header bidding to sell your video inventory, then the dynamic VAST tag is generated based on the winning bid’s VAST response.

The point to ponder here is that the biggest battle here for you is to do the right configuration. Any wrong move can ruin the entire setup. 

What do VAST tags measure?

VAST (Video Ad Serving Template) tags can measure various metrics related to video ad performance. These metrics include: 

• Impressions
• Click-Through Rate (CTR) 
• Completion Rate
• Viewability

Completion rate is the number of times the ad was played to completion divided by the number of impressions.

Beyond Impressions: How Video Ad Performance Is Measured Today

Earlier, we talked about how VAST helps deliver video ads and track basic metrics like impressions, clicks, and completions.

But in 2025, advertisers look at more than just whether an ad was served. They want to understand how the ad was viewed and who actually viewed it.

That’s where attention metrics, quartile reporting, and invalid traffic (IVT) come in.

Attention Metrics: Did Anyone Actually Watch the Ad?

Let’s be honest, just because a video ad played doesn’t mean someone watched it.

Attention metrics help answer a simple question: Was the ad actually visible and engaging for the user?

For video ads on websites, attention is usually measured using signals like:

• How long the video stayed in view
• Whether the ad played with sound on
• If the user interacted with the player (pause, mute, click)
• Whether the video kept playing, was skipped, or abandoned

Advertisers care about these signals because they indicate real human attention, not just ad delivery. For publishers, strong attention metrics can help justify higher CPMs and attract better-quality demand.

Quartile Reporting: How Much of the Ad Was Watched?

Quartile reporting is one of the most common ways advertisers evaluate video ad performance.

Instead of only looking at completions, quartiles show how far viewers got into the ad:

• 25% – The viewer started watching
• 50% – The viewer reached the midpoint
• 75% – The viewer watched most of the ad
• 100% – The ad played to completion

This data helps advertisers understand where viewers drop off. For publishers, quartile data is useful for spotting issues with ad length, placement, or user experience.

VAST supports quartile tracking by default, which makes it easier to report this data consistently across different ad partners.

Invalid Traffic (IVT): Making Sure Views Are Real

Another thing advertisers care deeply about is traffic quality.

Invalid traffic (IVT) refers to video ad activity that doesn’t come from real users. This can include bots, hidden players, or ads that auto-play in places users never actually see.

From a publisher’s perspective, IVT is risky:

• It can hurt advertiser trust
• It can lower demand over time
• It can impact long-term revenue, even if short-term numbers look good

That’s why most advertisers today monitor IVT signals closely. While VAST helps track ad events, keeping traffic clean depends on the overall setup, from the video player to page layout to monetization partners.

Why These Metrics Matter for Publishers

Taken together:

• Quartiles show how much of an ad was watched
• Attention metrics show how engaged the viewer was
• IVT signals confirm the view came from a real user
  
  

For digital publishers, focusing on these metrics isn’t about adding complexity, it’s about protecting revenue and building trust with advertisers.

As video advertising continues to evolve, understanding these signals helps publishers make better decisions and get more value from their video inventory.

Maximizing Revenue Potential With VAST

VAST (Video Ad Serving Template) ad tags enable publishers to serve video ads effectively on their websites. They can monetize their video content and provide a smooth viewing experience for their audience by selecting the appropriate VAST version, determining the ad format, generating and testing the ad tag, and deploying it.

As video advertising gains popularity, publishers must keep updated with the latest VAST standards and best practices to optimize their video ad campaigns and increase their revenue potential. The landscape keeps evolving, and getting complicated too. To save your time and effort while enjoying the royalty video ads bring, we suggest using a partner. 

Mile solves the simple complexity of video ads. Whether you are looking for a managed service provider or to increase revenue and profit by in-housing the setup and management, we are by your side. Always.