Embracing the Future of Ad Tech in OTT/FAST: Why VAST/VMAP Trumps SCTE

I recently had an enlightening conversation with a broadcaster who was in the process of setting up an OTT/FAST platform. Our discussion quickly turned to Ad Tech, and I was surprised to find that they were firmly set on using SCTE (Society of Cable Telecommunications Engineers) standards for ad insertion. When I suggested considering VAST (Video Ad Serving Template) and VMAP (Video Multiple Ad Playlist), I was met with a blank stare.

This encounter made me realize that many broadcasters might be unaware of the advantages that VAST/VMAP offers over SCTE in the rapidly evolving world of OTT and FAST platforms. So, let's dive into why VAST/VMAP might be the better choice for your ad tech stack.

Understanding the Basics

Before we compare the two, let's briefly explain what these standards are:

? SCTE: A set of standards developed for traditional cable television, primarily used for linear TV ad insertion.

? VAST: An XML schema designed to serve ads to video players, widely used in digital video advertising.

? VMAP: A complementary standard to VAST that allows content owners to describe the ad breaks in their content.

Why VAST/VMAP Outshines SCTE for OTT/FAST Platforms

1. Designed for Digital: While SCTE was created for traditional cable systems, VAST and VMAP were specifically designed for digital video environments, making them more suitable for OTT and FAST platforms.

2. Flexibility: VAST/VMAP offers greater flexibility in ad placement and targeting. It allows for dynamic ad insertion based on user data, something that SCTE struggles with in a digital environment.

3. Cross-platform Compatibility: VAST/VMAP works seamlessly across various devices and platforms, from smart TVs to mobile phones. SCTE, being cable-centric, doesn't offer the same level of cross-platform support.

4. Advanced Analytics: VAST includes built-in tracking capabilities, providing more detailed analytics on ad performance. This data is crucial for optimizing ad strategies in the digital space.

5. Interactive Capabilities: VAST supports interactive ad formats, allowing for more engaging user experiences. SCTE, designed for linear TV, lacks these interactive features.

6. Easier Integration: Many ad servers and video players in the digital space already support VAST/VMAP, making integration simpler for OTT platforms.

7. Future-proofing: As the industry continues to shift towards IP-based delivery, VAST/VMAP is better positioned to adapt to future technological advancements.

The Bottom Line

While SCTE has served the cable industry well, the shift to OTT and FAST platforms necessitates a re-evaluation of ad tech strategies. VAST/VMAP offers a more robust, flexible, and future-proof solution for digital video advertising.

Broadcasters venturing into the OTT/FAST space would do well to familiarize themselves with these standards. The digital video landscape is evolving rapidly, and staying ahead of the curve in ad tech can provide a significant competitive advantage.

As we continue to navigate the exciting world of OTT and FAST, it's crucial to make informed decisions about the technologies we adopt. After all, the right ad tech stack can make the difference between a good viewing experience and a great one.

What are your thoughts on VAST/VMAP vs SCTE for OTT/FAST platforms? I'd love to hear your experiences and perspectives in the comments below!