• by Tyler Loechner  @mp_tyler, April 8, 2014

Video ad network Coull has introduced a new ad technology, dubbed the VAST-O-Matic, which it says converts traditional display ads to IAB-compliant in-video overlays.

VAST stands for Video Ad Serving Template. It is a standard issued by the IAB to help ad servers and video players work together.

Coull’s CEO Irfon Watkins claimed in a statement that this is the first tool which can automatically convert display ads to in-video overlays. One perk of the technology, he contends, is that it will allow advertisers to use their existing display creative in a video environment. Watkins also hopes it will draw more attention to a publisher’s video inventory, though video is considered a hot commodity as is.

Advertisers looking to use Coull’s new technology must do so through Coull’s “Vidlink” ad unit, which adds a clickable button to a video and links to a product page. Per the release, the tech can convert display ads from XML, XTML and MRAID formats.

The company says it’s rolling out the VAST-O-Matic on Smaato’s mobile ad exchange. Coull is placing video inventory from its own network onto the Smaato exchange to support the use of the new technology.