The VAST CTV Addendum 2024 standardises ad delivery across CTV and digital video platforms to enhance digital advertising and support continuous growth and innovation in the digital video landscape.
Key Benefits:
Establishes consistent ad delivery across all TV-viewing environments.
Helps ensure adherence to current regulations.
Enables more accurate measurement and attribution.
Delivers a superior ad experience to consumers.
Improved Features:
Ad Creative ID Framework (ACIF) Support: Integrates registered ad IDs for enhanced transparency and ROI measurement across the video supply chain.
Digital Services Act (DSA) Compliance: Incorporates icon support for displaying ad information, ensuring compliance with Article 26 of the DSA.
Enhanced Measurement and Interaction: Supports Open Measurement for consistent viewability metrics and SIMID for interactive video ads, improving user engagement and ad effectiveness.
High-Resolution Creative Support: Enables high-quality ad delivery on larger TV screens through mezzanine file support.
Macro Updates: Adds new macros to assist ad tech businesses in complying with regional regulations.
More information can be found here.