How do you troubleshoot common VAST tag errors and issues?

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Programmatic media buying is a way of automating the process of purchasing and delivering digital ads across various platforms and channels. One of the key components of programmatic media buying is the VAST tag, which stands for Video Ad Serving Template. A VAST tag is a piece of code that contains information about the video ad, such as the source, duration, format, tracking events, and fallback options. VAST tags enable video ads to be displayed on different devices and players, and to be measured and optimized for performance. However, VAST tags can also cause errors and issues that prevent the video ads from playing properly or reporting accurately. In this article, you will learn how to troubleshoot some of the common VAST tag errors and issues, and how to avoid them in the future.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Paid Media & Programmatic Expert | AdTech | Executed +$30 Million Dollar…

1 Check the VAST tag URL

The first step to troubleshoot a VAST tag error or issue is to check the VAST tag URL. The VAST tag URL is the link that points to the VAST tag code, and it is usually provided by the ad server or the video ad network. You can use a tool like Google's VAST Inspector or JW Player's VAST Tester to test the VAST tag URL and see if it returns a valid VAST tag code. If the VAST tag URL is broken, missing, or incorrect, you will need to fix it or request a new one from the source. If the VAST tag URL is valid, you can proceed to the next step.

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Mayank S.

LinkedIn Top Voice | WebMD | Ex-Googler | Paid Media & Programmatic Expert | AdTech | Executed +$30 Million Dollar Campaigns
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Here’s a step-by-step guide for troubleshooting a VAST tag error: 1. Check the VAST Tag URL: Verify the URL provided by your ad server or video network. This URL should point to the VAST tag code. 2. Use Testing Tools: Employ tools like Google’s VAST Inspector or JW Player’s VAST Tester to test the URL. These tools will help you see if the URL returns a valid VAST tag code. 3. Fix Broken URLs: If the URL is broken, missing, or incorrect, either fix it or request a new one from the source. 4. Validate URL: Ensure the VAST tag URL is valid and leads to the correct code. 5. Proceed to Next Steps: If the URL is valid, move on to the next troubleshooting steps to resolve any remaining issues.

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2 Check the VAST tag code

The second step to troubleshoot a VAST tag error or issue is to check the VAST tag code. The VAST tag code is the XML document that contains the information about the video ad, and it is usually hosted by the ad server or the video ad network. You can use a tool like XML Validator or W3C Markup Validation Service to validate the VAST tag code and see if it follows the VAST specification and syntax. If the VAST tag code is invalid, malformed, or incomplete, you will need to fix it or request a new one from the source. If the VAST tag code is valid, you can proceed to the next step.

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3 Check the video ad file

The third step to troubleshoot a VAST tag error or issue is to check the video ad file. The video ad file is the actual video content that is delivered by the VAST tag, and it is usually hosted by a CDN or a media server. You can use a tool like VLC Media Player or QuickTime Player to play the video ad file and see if it works properly. If the video ad file is corrupted, missing, or incompatible, you will need to fix it or request a new one from the source. If the video ad file is working properly, you can proceed to the next step.

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4 Check the video player

The fourth step to troubleshoot a VAST tag error or issue is to check the video player. The video player is the software or application that renders the video ad on the device or platform, and it is usually provided by the publisher or the platform. You can use a tool like BrowserStack or Device Mode to test the video player and see if it supports the VAST tag and the video ad file. If the video player is outdated, incompatible, or misconfigured, you will need to update it, replace it, or adjust its settings. If the video player is compatible and configured correctly, you can proceed to the next step.

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5 Check the network and firewall

The fifth step to troubleshoot a VAST tag error or issue is to check the network and firewall. The network and firewall are the factors that affect the connectivity and security of the VAST tag and the video ad delivery, and they are usually controlled by the ISP, the device, or the platform. You can use a tool like Ping or Traceroute to test the network and firewall and see if they allow the VAST tag and the video ad file to be accessed and transmitted. If the network or firewall is slow, unstable, or blocking, you will need to improve it, switch it, or whitelist the VAST tag and the video ad file. If the network and firewall are fast, stable, and allowing, you can proceed to the next step.

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6 Check the tracking and reporting

The sixth step to troubleshoot a VAST tag error or issue is to check the tracking and reporting. The tracking and reporting are the features that measure and analyze the performance and effectiveness of the VAST tag and the video ad, and they are usually enabled by the ad server or the video ad network. You can use a tool like Google Analytics or Adobe Analytics to monitor the tracking and reporting and see if they match the expected results. If the tracking or reporting is inaccurate, incomplete, or inconsistent, you will need to fix it or request a new one from the source. If the tracking and reporting are accurate, complete, and consistent, you have successfully troubleshooted the VAST tag error or issue.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you troubleshoot common VAST tag errors and issues?

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1 Check the VAST tag URL

2 Check the VAST tag code

3 Check the video ad file

4 Check the video player

5 Check the network and firewall

6 Check the tracking and reporting

7 Here’s what else to consider

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