Unlocking the Potential of Digital Advertising: VAST and MRAID

Digital advertising has transformed the way businesses connect with their target audience, offering unparalleled opportunities for engagement and brand exposure. Two crucial technologies in the realm of digital advertising are VAST (Video Ad Serving Template) and MRAID (Mobile Rich Media Ad Interface Definitions). These standards play a vital role in delivering seamless and interactive ad experiences across different platforms and devices. In this article, we will explore the features, benefits, and significance of VAST and MRAID in the dynamic world of digital advertising.


Streamlining Video Ad Delivery: VAST, an industry-standard XML-based protocol, is designed to streamline the delivery of video ads across various digital platforms. It provides a standardized template for video ad serving, ensuring compatibility between ad servers and video players. VAST allows advertisers to deliver video ads that are dynamically rendered and optimized for different devices and screen sizes. It supports various ad formats, including pre-roll, mid-roll, post-roll, and interactive overlays, enabling seamless integration with video content. With VAST, advertisers can measure key metrics such as impressions, click-through rates, and viewability, gaining valuable insights into campaign performance.

How Does a VAST Tag Work?

The VAST working process can be summarized in just three events.

VAST Request:

This is the request the video player sends to the ad server to retrieve the ad.

VAST Inline Response:

The ad server receives the request and responds with an inline response containing the media files and necessary tracking URLs.

Tracking URLs Pinged

Once the desired/specified events have occurred, the video player will fire the tracking pixels/URLs to let other parties record and measure impressions.

The working varies slightly if a second ad server is involved in the flow.


Enabling Interactive Mobile Ad Experiences: MRAID “Mobile Rich Media Ad Interface Definitions”, is an industry-standard API (Application Programming Interface) developed by the Interactive Advertising Bureau (IAB) to facilitate the creation of rich media ads for mobile devices. MRAID empowers advertisers to deliver engaging and interactive ad experiences within mobile apps. It provides a set of predefined commands and features that enable ad developers to create ads with functionalities such as expandable banners, interactivity, video playback, and device sensors integration. MRAID also ensures cross-platform compatibility, allowing advertisers to reach users across various mobile operating systems.

What can MRAID do?

MRAID serves as a tool for In-App inventory to adjust the size of a running creative, obtain details about its position on the screen, and gather information regarding the screen size. It also provides additional features such as the ability to save photos in the device memory, create a calendar event, and access the native video player.

Below is a list of all the methods available in the API defined by MRAID, grouped by functionality:

Methods used for size change / expansionOther UI functionalityNon UI functionality
  • close
  • expand
  • resize
  • getCurrentPosition
  • getDefaultPosition
  • getMaxSize
  • getResizeProperties
  • getScreenSize
  • getState
  • setExpandProperties
  • setResizeProperties
  • useCustomClose
  • open
  • createCalendarEvent
  • playVideo
  • storePicture
  • addEventListener
  • getPlacementType
  • getVersion
  • isViewable
  • removeEventListener
  • supports

It’s clear that 50% of MRAID’s defined methods pertain to size changes. This is due to the creative’s inability to communicate with the app in the same way it does with the browser on mobile and desktop web.

Key Features and Benefits:

a) Seamless Cross-Platform Compatibility: Both VAST and MRAID provide standardized formats and protocols, ensuring compatibility across different platforms and devices. This compatibility enables advertisers to reach their target audience effectively, regardless of the device or operating system being used.

b) Enhanced User Experience: VAST and MRAID enable the creation of engaging, interactive, and dynamic ad experiences. Video ads served through VAST provide seamless integration with video content, while MRAID allows for rich media ads that can be expanded, provide interactive elements, and utilize device features, resulting in enhanced user engagement.

c) Standardized Measurement and Reporting: VAST and MRAID provide standardized metrics and measurement capabilities, allowing advertisers to track and analyze the performance of their ads consistently. This data-driven approach enables advertisers to optimize their campaigns, improve targeting, and maximize return on investment.

d) Industry Adoption and Support: VAST and MRAID are widely adopted industry standards, ensuring broad support from ad servers, publishers, and mobile app developers. This widespread adoption facilitates smoother ad delivery and implementation, reducing technical complexities and increasing efficiency.

Significance in Digital Advertising:

VAST and MRAID play crucial roles in the world of digital advertising by providing standardized formats, seamless compatibility, and enhanced interactivity. These technologies enable advertisers to deliver engaging ad experiences that capture users’ attention, drive brand awareness, and increase conversions. With the ability to measure performance and optimize campaigns based on standardized metrics, VAST and MRAID empower advertisers to make data-driven decisions and achieve better results in their digital advertising endeavors.

VAST and MRAID are essential components of the digital advertising ecosystem, enabling advertisers to create seamless, interactive, and measurable ad experiences across platforms and devices. These industry standards enhance user engagement, facilitate cross-platform compatibility, and provide valuable insights for optimizing campaign performance. By leveraging the power of VAST and MRAID, advertisers can unlock the full potential of digital advertising, delivering compelling ad experiences that resonate with their target audience and drive business growth in the dynamic digital landscape.


43 thoughts on “VAST And MRAID”

  1. You actually make it seem really easy together with your presentation however I in finding this topic to be really one thing that I believe I might by no means understand. It seems too complex and very extensive for me. I’m looking forward for your subsequent put up, I will try to get the grasp of it!

  2. hi!,I like your writing so a lot! proportion we keep up a correspondence extra approximately your post on AOL? I need an expert in this area to solve my problem. May be that is you! Having a look forward to see you.

  3. My wife and i got absolutely more than happy when Emmanuel could round up his homework because of the precious recommendations he was given from your very own weblog. It’s not at all simplistic to just choose to be freely giving thoughts most people could have been making money from. And we all figure out we have the website owner to give thanks to for this. The most important explanations you’ve made, the straightforward site menu, the friendships you help engender – it is many awesome, and it’s aiding our son and our family believe that the concept is brilliant, and that’s extremely vital. Many thanks for the whole thing!

  4. I’ve been surfing online more than 3 hours today, yet I never found any fascinating article like yours. It’s pretty price sufficient for me. In my opinion, if all site owners and bloggers made just right content as you did, the internet will probably be much more useful than ever before. “Wherever they burn books, they will also, in the end, burn people.” by Heinrich Heine.

  5. Just wish to say your article is as amazing. The clearness in your post is simply cool and i can assume you’re an expert on this subject. Well with your permission let me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please carry on the rewarding work.

  6. Fantastic site you have here but I was wanting to know if you knew of any discussion boards that cover the same topics discussed here? I’d really love to be a part of online community where I can get feed-back from other knowledgeable people that share the same interest. If you have any recommendations, please let me know. Thanks a lot!

  7. You really make it appear really easy along with your presentation but I to find this topic to be really something that I think I might never understand. It sort of feels too complex and extremely huge for me. I am having a look ahead on your next post, I’ll attempt to get the hold of it!

  8. Just desire to say your article is as astonishing. The clearness on your put up is just great and i can assume you’re an expert in this subject. Well along with your permission let me to grab your feed to keep up to date with forthcoming post. Thanks one million and please carry on the gratifying work.

  9. Thanks for another informative site. The place else may just I get that type of info written in such a perfect manner? I’ve a undertaking that I am simply now working on, and I’ve been at the glance out for such information.

  10. I’m not that much of a internet reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your website to come back later. Many thanks

  11. I’ve been exploring for a little for any high quality articles or blog posts on this kind of area . Exploring in Yahoo I at last stumbled upon this site. Reading this info So i am happy to convey that I have a very good uncanny feeling I discovered just what I needed. I most certainly will make certain to do not forget this site and give it a glance on a constant basis.

  12. great post, very informative. I wonder why the opposite experts of this sector don’t realize this. You must continue your writing. I am confident, you have a huge readers’ base already!

  13. I like what you guys are up too. Such intelligent work and reporting! Keep up the superb works guys I’ve incorporated you guys to my blogroll. I think it will improve the value of my web site :).

  14. I have been exploring for a little for any high quality articles or blog posts in this kind of house . Exploring in Yahoo I ultimately stumbled upon this website. Studying this info So i¦m satisfied to show that I’ve an incredibly good uncanny feeling I found out just what I needed. I such a lot certainly will make sure to don¦t overlook this web site and provides it a look on a continuing basis.

  15. Woah! I’m really enjoying the template/theme of this site. It’s simple, yet effective. A lot of times it’s very hard to get that “perfect balance” between usability and appearance. I must say you’ve done a excellent job with this. In addition, the blog loads extremely fast for me on Firefox. Exceptional Blog!

Leave a Comment

Your email address will not be published. Required fields are marked *