What is VMAP?
VMAP is an acronym for Video Multiple Ad Playlist, and it is an XML-based protocol developed by the Interactive Advertising Bureau (IAB) as a way to manage and control video ad insertion. It is designed to enable publishers and advertisers to easily control the sequence of video ads, as well as other media, such as audio, text, image, and animation.
How does VMAP work?
VMAP enables publishers and advertisers to define a sequence of ads, or a “playlist,” that will be played when a user watches a video. The playlist can be set up by the publisher or advertiser, and can include ads from multiple sources. The playlist can be updated on the fly and is based on the user’s behavior or other criteria.
What are the benefits of VMAP?
VMAP offers numerous benefits for publishers, advertisers, and users:
- Increased control over ad placement and sequencing.
- Enables more sophisticated targeting of ads.
- Provides a better user experience with fewer intrusive ads.
- Reduces the amount of time it takes to deliver multiple ads.
- Allows publishers and advertisers to track and measure ad performance.
Examples of VMAP
Some examples of where VMAP can be used include:
- Pre-roll ads – Ads that are played before the main content.
- Mid-roll ads – Ads that are played midway through the video.
- Post-roll ads – Ads that are played at the end of the main content.
- Overlay ads – Ads that are displayed over the main content.
VMAP is becoming increasingly popular as a way to manage and control video ad insertion, and its use is expected to continue to grow in the future. For more information about VMAP, please visit the IAB website.