Remember the scene in the movie "Kill Bill, Vol. 2" where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad.
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It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out and reveal any metrics to the advertiser depends on whether it can bash through the various impediments blocking it from the surface.
A VPAID In The VAST
Even if the video ad can crack through the iframe, it still needs to crack through the player, and this creates another issue. The problem, points out Pieter Mees, CEO of Zentrick, is that “most video doesn’t have the infrastructure to run code.” This makes it difficult to run interactive video – Zentrick produces a tool that enables the creation of interactive video – and analytics.
Consequently the ability to gather any salient metrics, not just those related to viewability, depends largely on the publisher's video integration methodology. If the video was integrated using only the Video Ad-Serving Template (VAST), then marketers might as well dump their video ads into a titanium box for all the visibility they’ll get. VAST video placements, according to Kandi Onwuama, Extreme Reach’s VP of software architecture, don’t allow third-party tech vendors or advertisers to apply viewability technologies.
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