A VAST URL, or Video Ad Serving Template URL, is a specialized web address that serves as the blueprint for delivering video advertisements. It's not a URL you create from scratch like a website link, but rather one generated by an ad server or an ad management platform. This URL, when called by a video player, provides all the necessary information for the player to fetch, display, and track an ad, including the ad's media files, tracking beacons, and interactive elements.
Understanding What a VAST URL Is
Before diving into creation, it's crucial to understand the fundamental role of a VAST URL:
- VAST Standard: VAST stands for Video Ad Serving Template, an XML-based specification developed by the Interactive Advertising Bureau (IAB). It standardizes the communication between ad servers and video players, ensuring that video ads can be delivered consistently across different platforms.
- Purpose: A VAST URL acts as an endpoint for a video player to request ad creatives. When a video player is about to show an ad, it makes an HTTP call to this URL. The ad server then responds with an XML document (the VAST response) that contains all the details needed to play the ad.
- Components: A typical VAST URL includes a base URL pointing to the ad server and various parameters (key-value pairs) that convey information about the ad request, such as the ad unit ID, player dimensions, custom targeting values, and more.
Generating a VAST URL Using Google Ad Manager
One of the most common and robust ways to create a VAST URL (often referred to as a VAST ad tag) is through an ad server like Google Ad Manager. This process involves configuring an ad unit and then generating a tag that encapsulates the necessary parameters.
Here’s a step-by-step guide to generating a VAST URL in Google Ad Manager:
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Step 1: Access Google Ad Manager
- Sign into your Google Ad Manager account. You will need your designated username and password.
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Step 2: Navigate to Ad Units
- Once logged in, locate the left-hand navigation pane.
- Click on Inventory.
- From the dropdown menu, select Ad units. This section lists all the defined advertising spaces within your network.
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Step 3: Select Ad Unit for Tagging
- Browse through your list of ad units to find the specific ad unit for which you want to generate a VAST URL (ad tag).
- Click on the name of the ad unit or the Tags option associated with it. This action initiates the tag generation process for that particular ad unit.
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Step 4: Configure Tag Options
- You will be guided through a series of options to customize your ad tag. It's essential to configure these settings accurately to ensure proper ad delivery.
- Tag Type: For video advertising, ensure you select a tag type that supports video, typically Video (VAST) or a similar option specific to video ad delivery.
- Tag Option: Here, you'll specify details relevant to your video player and ad delivery. This might include:
- Player Size: Define the dimensions (e.g., 640x480) that the video player will use for the ad.
- Linearity: Specify if the ad is linear (e.g., pre-roll, mid-roll, post-roll) or non-linear (e.g., overlay).
- Autoplay behavior, skippable options, and more.
- Tag Results: Review a summary of your selections. This step allows you to double-check configurations before finalizing.
- Important: After completing each section (Tag Type, Tag Option, Tag Results), remember to click Continue to proceed to the next step.
- You will be guided through a series of options to customize your ad tag. It's essential to configure these settings accurately to ensure proper ad delivery.
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Step 5: Copy Your VAST URL (Ad Tag)
- Once all the configuration options are set, click on Copy Tag.
- Google Ad Manager will then generate and display the complete VAST URL (ad tag). This URL is now ready to be implemented in your video player's ad configuration.
Common VAST URL Parameters
VAST URLs often include various parameters that provide crucial context to the ad server. While they vary, here are some common examples:
| Parameter Name | Description | Example Value |
|---|---|---|
iu |
Ad unit ID (Inventory Unit ID) | /12345678/video_pre_roll |
sz |
Player size (width x height) | 640x480 |
vid |
Video content ID (unique ID for the video being played) | my_video_123 |
cust_params |
Custom targeting parameters (key-value pairs for targeting) | genre=sports&age=25-34 |
url |
Full URL of the referring page | https://example.com/page |
description_url |
A URL that describes the content where the ad appears | https://example.com/video-description |
output |
Format of the VAST response | vast or xml |
env |
Environment type (e.g., vp for video player) |
vp |
Testing and Implementation of VAST URLs
After generating your VAST URL, it's crucial to test it to ensure it functions correctly and delivers ads as expected.
- VAST Testers: Utilize online VAST URL validators and testers. Popular tools include Google's Video Suite Inspector or JW Player's VAST Tester. These tools allow you to input your VAST URL and simulate an ad request, showing you the VAST XML response and rendering the ad creative if successful.
- Player Integration: The VAST URL is then typically integrated into your video player's ad playback configuration. Most modern video players have specific settings or SDKs (Software Development Kits) to accept a VAST URL and manage the ad serving process.
Best Practices for VAST URLs
- Clarity in Parameters: Ensure all parameters included in your VAST URL are clear, relevant, and correctly formatted. Missing or incorrect parameters can lead to ad delivery failures.
- Monitor Performance: Regularly monitor the performance of your VAST tags, including fill rates, impressions, and errors, through your ad server's reporting tools.
- Version Control: Be aware of the VAST version your ad server supports (e.g., VAST 2.0, 3.0, 4.x) and ensure compatibility with your video players. Newer versions offer more features and better tracking.
Creating a VAST URL is an integral step in monetizing video content. By understanding its components and leveraging ad management platforms, you can effectively deliver and track video advertisements.
