Why Mobile Video Ads, Already Surging, Could Get a New Boost Next Month

The picture isn’t always clear when it comes to video advertising on mobile devices.

That’s because there are two different standards when it comes to video: VAST and VPAID. VAST is abundantly available through programmatic exchanges and loads much faster when compared to its counterpart, VPAID, but it’s incapable of measuring key metrics like viewability on mobile or in apps. VPAID has problems, but not that one.

And that’s a big sticking point with marketers, especially because VAST is supposed to be the successor of VPAID. The difference matters all the more because mobile video saw its highest levels of ad spend through the first six month of 2017, with $2.6 billion.

Continue reading at AdAge.com

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