The VAST video ad format is used widely, but it lacks some features that marketers crave. Key among them: It doesn’t readily support third-party measurement or interactive features, such as hotspots where users can request more info or a related video.

A variety of efforts to correct this situation are underway. The Interactive Advertising Bureau (IAB), for instance, is working toward standardization of these capabilities for VAST, while some verification firms and advertising providers are implementing their own solutions.

This week, New York City-based video ad platform Innovid announced it was taking a next step toward making VAST more useful for in-app video ads. It is working with three providers of mobile app inventory — Fyber, InMobi and MoPub — to launch and utilize VAST tags that are compatible with the IAB’s and others’ efforts.

[Read the full article on MarTech Today.]

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