VAST ad tag URL parameters

Recommended parameters for Programmatic

Implementing a tag-based video solution for Ad Exchange demand without the use of the IMA SDK is a beta offering and might not be available for your network. You can contact your account manager for more information.

The following is a subset of the VAST ad tag URL parameters. These parameters are required for tag-based video solutions for web when not when not integrating with the IMA SDK.

See the list of required parameters for web or the required parameters for app.

Jump to a specific parameter in the list

an
hl
idtype
is_lat
msid

pp
rdid
sid
url

vpa
vpmute
vpos
wta

 
Parameter Details
hl

(Language)

The language parameter accepts a constant value which is used to request ads in that language, and for language of ad selection and video ad rendering in dynamic allocation to Ad Exchange or AdSense Video.

The parameter value can be any ISO 639-1 (two-letter) or ISO 639-2 (three-letter) code. See a list of valid codes.

If omitted, the value defaults to any language with ad targeting by language in Ad Exchange.

Usage example

hl=it

Requirement

Recommended for Programmatic monetization

msid
an

(App ID and name)

The app ID and name parameters accept variable values which should be applied to requests sent from mobile app and connected TV devices, as most programmatic video ads require them.

The IMA SDK will automatically populate both parameters, but they must be manually specified in direct VAST calls (non-SDK environments).

While the app name should be a human-readable name, on iOS and tvOS, it's not possible for the SDK to access the 9-digit App Store ID. In these cases, the msid parameter is not sent, and the SDK sends the app bundle via the an parameter (in the format com.package.publisher).

Usage example

msid=com.package.publisher an=sample%20app

Requirement

Required for app

Recommended for Programmatic monetization

pp

(Creative profile)

The creative profile parameter accepts a variable value which controls the creatives eligible to serve based on the configuration set up in a video and audio creative profile.

Usage example

pp=creative_profile

Requirement

Recommended for Programmatic monetization

rdid
idtype
is_lat

(Resettable device identifiers)

The resettable device identifiers accept variable values.

With built-in applications (not on web or mobile web), the SDK passes resettable device identifiers for user targeting into your stream requests with the parameters for rdid, idtype, and is_lat. On SSB streams, you must pass these as explicit parameters, just as you would on a client-side ad request. Learn more about device identifiers.

Nearly all programmatic video ads require the presence of these values.

Starting with IOS14, Apple has deprecated the LAT signal, so the default to opt-out is disabled. Where publishers have confirmed, Google instead relies on the presence of a non-zero IDFA to indicate tracking has not been disabled. As such, a valid UserAgent indicating the correct OS version is required.

Usage example

See detailed examples of resettable device identifiers.

Requirement

Required for app

Recommended for Programmatic monetization

sid

(Session ID)

The session ID parameter accepts a variable value which is a privacy-preserving advertising identifier that is used for frequency capping purposes only.

Per the IAB's IFA guidelines, this parameter must be populated in UUID format. Learn more about resettable device identifiers for user targeting.

You can opt out of passing the session ID by setting sid=0.

Usage example

123e4567-e89b-12d3-a456-426614174000

Requirement

Recommended for Programmatic monetization

url

(URL)

The URL parameter accepts a variable value which should be set to the full URL from which the request is sent. This value is needed to help buyers identify and understand the context of where this request is coming from. To the extent possible, this value should be dynamically populated on the ad request. 

On a web page, this is the URL of the page that displays the video player. If you use the IMA SDK, the URL value is set automatically. If your player sets this value, the IMA SDK overwrites it and set its own value. 

In an app (mobile or CTV), this value should be set to a URL that most accurately represents the video or audio inventory being monetized. For instance, if the user is watching a video within a mobile app that is also available on a desktop equivalent URL.*

Usage example

url=https://www.videoad.com/golf.html

* For apps, if it is not possible to set this parameter to a variable URL value, it's recommended that it be set with the following pattern:
url=<app/bundleid>.adsenseformobileapps.com/

Requirement

Required for web and app

Recommended for Programmatic monetization

vpa

(Video play automatic)

Recommended per MRC Video Measurement Guidelines

The video play automatic parameter accepts a constant value which indicates whether the ad starts through autoplay or click.

Possible values are click if the page waits for a user action or auto if the video plays automatically.

This parameter should be left unset if it is unknown.

Usage example

Autoplay:
vpa=auto

Click to play:
vpa=click

Requirement

Recommended for Programmatic monetization

vpmute

(Video play mute)

Recommended per MRC Video Measurement Guidelines

The muted video parameter accepts a constant value which indicates whether the ad playback starts while the video player is muted.

This parameter should be left unset if it is unknown.

Usage example

Muted:
vpmute=1

Unmuted:
vpmute=0

Requirement

Recommended for Programmatic monetization

vpos

(Video position)

The video position parameter accepts a constant value which indicates whether the ad request is being sent from pre-roll, mid-roll or post-roll.

Usage example

Pre-roll:
vpos=preroll

Mid-roll:
vpos=midroll

Post-roll:
vpos=postroll

Requirement

Recommended for Programmatic monetization

wta

(Why this ad)

The "Why this ad?" parameter accepts a constant value which indicates the video player's support for rendering "Why this Ad?".

The "Why this ad?" functionality is supported automatically when using the IMA SDK. When the IMA SDK is not used, video players must implement VAST Icon and IconClickFallbackImage support, as documented in the IAB VAST standard.

Audio ad requests should send wta=0 for Open Auction and/or if there is no companion slot. The wta parameter can be omitted or set to 1 if a companion slot is provided and all advertiser campaigns with audience targeting provide companions with WTA disclosure.

Usage example

Supported:
wta=1

Unsupported:
wta=0

Requirement

Required for Ad Exchange

Recommended for Programmatic monetization

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Search
Clear search
Close search
Google apps
Main menu
Search Help Center
true
148
false