Video ad server StreamRail says it experienced a five-fold increase mobile adoption the VPAID specified ad format in 2016 , at the expense of the VAST format that pre-dated it.
VPAID (for Video Player-Ad Interface Definition) was developed by the Interactive Advertising Bureau that enables data-rich interactivity that is more sophisticated at tracking and measuring than IAB’s VAST (for Video Ad Serving Template).
Because of compatibility issues and a lack of agreed-upon standards its adoption for mobile has been slowed at at time the mobile platform has become the go-to place for an increasing number of consumers. Mobile ads are poised for explosive growth through the end of the decade.
“Advertiser demand for VPAID has long outpaced supply, and this development means more VPAID inventory will be available to help fuel the continued growth of mobile video,” said Dan Frank, Head of the StreamRail Platform, in prepared remarks. StreamRail was acquired by Tel Aviv-based solutions company IronSource in June.StreamRail data shows large video players (650X500) have over 20% higher CPM than medium (500X400) players, and medium players generate 10% better CPMs than small players.