In this blog, I will continue examine the rest of the major differences between SCTE-130 and IAB VAST.
In the fourth and final installment, I will discuss the upcoming convergence of advertising decision making between the online and cable deployment and how it presents an compelling business opportunity to bridge the gap between SCTE-130 and IAB VAST.
I will discuss the key different between two standards in the following areas,
Deployment, Serving Ads and Tracking Playback Events
I will discuss the key different between two standards in the following areas,
- Type and Interactivity with Ads
- Complexity
- Protocol Format
- When to Play Ads
- Deployment, Serving Ads, and Tracking Playback events
- Targeting and Addressability
- Report gathering to improve addressability
- Measurement and Operational Efficiency Best Practices
Deployment, Serving Ads and Tracking Playback Events
Ad Ingest
Unlike the online world, where videos can be served from CDN and consumed by video player directly, an ad must be ingested, transcoded, moved to CDN or onto the video server’s local storage, before the ad can be streamed to setup boxes.
Unlike the online world, where videos can be served from CDN and consumed by video player directly, an ad must be ingested, transcoded, moved to CDN or onto the video server’s local storage, before the ad can be streamed to setup boxes.
Since ADS is an independent component, ADS will not play an ad until the ADS is sure that particular ad has been ingested and moved to storage where it can be streamed by video servers.
When an ad has been fully ingested, the ingest process will notify all subscribing ADSs through CIS notification interface that this particular ad can be placed during an ad break.
Response
IAB VAST response contains direct links to videos, banners, and overlays, which can be downloaded and played by the video player directly.
SCTE-130 response, on the other hand, contains asset and provider ids, information that will be used to identify the actual ingested ad video files to play by the video server.
SCTE-130 response, on the other hand, contains asset and provider ids, information that will be used to identify the actual ingested ad video files to play by the video server.
Deployment
The Ad server is typically deployed on a publicly accessible network and videos and images are deployed on a public accessible CDN.
In SCTE-130 world, most components will be deployed in MSO’s central sites (session manager, SIS, CIS, POIS, ADS), and some (ADM, video server, splicer) will be deployed on the edge sites.
The Ad server is typically deployed on a publicly accessible network and videos and images are deployed on a public accessible CDN.
In SCTE-130 world, most components will be deployed in MSO’s central sites (session manager, SIS, CIS, POIS, ADS), and some (ADM, video server, splicer) will be deployed on the edge sites.
Serving Ads and Tracking Playback Events
IAB VAST
In the online world, ads are hosted on a CDN, streamed by either a media server or Apache server. The video player is responsible for sending playback events to the Ad server at the appropriate event (video start play, first quartile, midpoint, third quartile, and complete) in real time.
IAB VAST
In the online world, ads are hosted on a CDN, streamed by either a media server or Apache server. The video player is responsible for sending playback events to the Ad server at the appropriate event (video start play, first quartile, midpoint, third quartile, and complete) in real time.
SCTE-130
In the cable world, ads can be hosted on a CDN or shared storage and streamed by a video server. The playback tracking events are handled differently for VOD and for linear Ad insertion.
In the cable world, ads can be hosted on a CDN or shared storage and streamed by a video server. The playback tracking events are handled differently for VOD and for linear Ad insertion.
VOD
For VOD insertion, setup box communicates user’s activities (pause, fast forward, etc) to the streaming video server. Video server collects user’s activities for the entire playlist (content and Ads) and uploads the entire playback events to ADM at the end.
For VOD insertion, setup box communicates user’s activities (pause, fast forward, etc) to the streaming video server. Video server collects user’s activities for the entire playlist (content and Ads) and uploads the entire playback events to ADM at the end.
LINEAR
For linear ad insertion, ADM collects playback events from the splicer and the streaming video server and the combined results will determine the success or failure of the ad insertion. The playback event is then sent to ADS.
For linear ad insertion, ADM collects playback events from the splicer and the streaming video server and the combined results will determine the success or failure of the ad insertion. The playback event is then sent to ADS.
Targeting and Addressability
SCTE-130 provides the following mechanism for targeting and addressability,
- Subscriber Information System (SIS), a standard interface that exposes subscriber’s demographic and geographic information
- A standard way of passing any targeting-related information from ADM to ADS
Report gathering to improve addressability
Report gathering and analysis is relative straightforward, as the video player will report playback tracking information back to the Ad server directly. The Ad server can mine this data and improve addressability based on user's interaction with the ad.
Report gathering for SCTE-130, on the other hand, can be challenging because of the inherited complexity and multiple systems involved. Video server will report back playback information to ADS through ADM for billing purpose but this information really needs to go back to Subscriber Information System (SIS) in order to improve future addressability.
Report gathering and analysis is relative straightforward, as the video player will report playback tracking information back to the Ad server directly. The Ad server can mine this data and improve addressability based on user's interaction with the ad.
Report gathering for SCTE-130, on the other hand, can be challenging because of the inherited complexity and multiple systems involved. Video server will report back playback information to ADS through ADM for billing purpose but this information really needs to go back to Subscriber Information System (SIS) in order to improve future addressability.
Measurements and Operational Efficiency Best Practices
IAB offers set of comprehensive guidelines on measurements and operational efficiency best practices.
IAB offers set of comprehensive guidelines on measurements and operational efficiency best practices.
Digital Video
IAB VAST publishes the following guideline for digital video advertising,
IAB publishes measurement guidelines for the following,
IAB publishes the following operational efficiency best practices,
IAB VAST publishes the following guideline for digital video advertising,
- Digital Video In-Stream Ad Metrics Definitions
- Digital Video Ad Measurement Guidelines
- Digital Video Ad Format Guidelines & Best Practices
IAB publishes measurement guidelines for the following,
- Ad Impression
- Ad Campaign
- Ad Verification
- Audience Reach
- Click
- Digital Video Ad
- Mobile Web Advertising
- Rich Media
- Rich Internet Application
IAB publishes the following operational efficiency best practices,
- Ad Load Performance
- Rich Media Ads in Asynchronous Ad Environment
- Billing Methods
- Impression Exchange Solutions
- Interactive Advertising Workflow
- Interactive Campaign Setup
- Revenue Cycle
Hi,
ReplyDeleteNice blog, provides useful information. But I could not find fourth and final installment, did it get published?