Video: Can Standards Make the Ad Ecosystem Easier to Manage?
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Read the complete transcript of this clip:
斯蒂芬·莱德尔: To make better ad experiences and 基本上 to make the whole ecosystem, the whole deployment landscape, a little bit easier to manage, from an ad standards perspective, especially for the publisher's side, we have simple standards like VAST, but we have also more complex standards like VPAID, which enable really nice user interaction with interactive ads, 正如他们所说的那样. 基本上 adding additional overlays and context to ads, which are perfect for websites, but challenging for OTT devices.
所以当我们进入vpay, 例如, that's a standard that started with Flash and now moved over to Java Script. You need to go away Flash nowadays. Flash gets blocked by more and more browsers, and you are losing ad revenue by not switching to HTML5. That's the most important thing to consider. Everybody who's still on Flash has to move, 否则, 基本上 impressions are lost, 广告收入也随之流失.
And that's a big thing for the ad industry in general. As mentioned, progressive MP4s are still a main topic. HLS is still new to the industry, and HLS itself as a streaming format is changing. MPEG-2 transport stream is a container format that replaced the ISO Base Media File Format. And that breaks a lot of ad use cases, because MPEG-2 transfer stream has ID3 text inside, which I will talk about later versus ISO Base Media File Format, 有类似的概念, but that's not yet part of the HLS spec. So that's kind of an interesting challenge to face.
From a VAST type we've currently an in-market standard, 巨大的3, and we have a newly released standard. It's already nearly 2 years old, which hasn't reached the market yet. 对于巨大的3, 基本上, it's mainly designed for publishers, but not what we need in the OTT space, 不幸的是. As mentioned typically progressive MP4s and a lot of nice features, but what we actually need for OTT is something that matches the technology base that we see in the field for OTT streaming services. And that includes ready-to-serve quality layers. 基本上, HLS representation of the app, and they can select the quality layers that match-make existing and coding layer.
Another part that's really, really important to provide extremely nice streaming performance and experience are the mezzanine files. So what can do now with my ads is I can transcode them in the same bitrate ladder and configuration as my content is served. And that's pretty nice because then you don't have any quality differences between your ad and your main content.
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