Interra adds VAST support for digital ads | Ad Tech | News | Rapid TV News
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Interra Systems' BATON automated quality control (QC) solution now supports the IAB's Video Ad Serving Template (VAST) protocol, a universal XML specification for serving digital video ads to players.

VAST allows for dynamic ad insertion, including rotating creatives, to present relevant, demographically targeted ads within on-demand content, expanding monetisation opportunities. BATON now provides video service providers with support for comprehensive quality checks on VAST-formatted video advertisements, ensuring the success and monetisation of ad campaigns.

"Today's consumers are accustomed to high-quality content, and they expect that experience to extend to advertising slots," said Ashish Basu, vice president of global sales and business development at Interra Systems. "Any impairment in quality of advertisements can impact the content provider's brand negatively and cause customer attrition."

He added, "VAST support in our BATON solution is important because this will allow our customers to check the quality of inserted advertisements with the same high standards."

BATON can access rotating VAST-formatted ads from centralised ad clouds to perform QC on multiple variants of the ad content to ensure high audio/video quality, as well as validate formats and ensure compliance with the VAST specifications. BATON also offers full DRM support to QC encrypted and proprietary ad content; and using BATON, video service providers can compare actual audio/video properties to the metadata values specified in VAST response. Metadata information is logged by BATON individually for every advertisement.