The Video Ad Serving Template (VAST) is an open standard, which means anyone can make a player or SDK that is VAST-compliant. Google's IMA SDK handles VAST ad responses from any standard, industry-compliant video ad server. Some of the supported benefits to using the IMA SDK are shown here.
See a complete list of video features available for each SDK version.
Support for engaging and interactive video ad formats
- Standard linear and non-linear in-stream ads
- Interactive in-stream ads (VPAID), such as interactive video ads that expand, and interactive video formats*
- Skippable ads, which give users the choice to skip an ad, leading to a more engaged viewership*
The IMA SDK streamlines adoption of new formats, eliminating the need to reimplement player logic.
Support for video ad serving and reporting features
Ad rules define how ads display with your video content. You can create ad rules to determine when ads play in a video, for how long, and as a result of which triggers. Learn more about ad rules, including pods, bumpers, and cuepoints.*
Video fallback maximizes the likelihood of filling an impression opportunity when you're using VAST redirects. With fallback, eligible ads are ranked and a slate of ads are returned, rather than just one. Learn more about video fallback.
Viewability helps determine how likely it is that an ad was actually seen by a user. It measures which portions of the ad that appeared in the viewable space on screen and how long those portion remained visible. Measuring viewability helps publishers and advertisers assess the value of an impression. The IMA SDK is required for Active View reports.
IMA SDK version 3
Additional support is available when specifically using IMA SDK version 3.
- Competitive exclusions within a pod, stream, or page (requires cookies or PPID within pods and streams)
- Compatibility with the latest industry standards, including VAST 2 and 3, VMAP, and VPAID 1 and 2*
Additional IMA SDK monetization solutions
The IMA SDK is required in order to make in-stream ad requests to Ad Exchange. With Ad Exchange, you have access to dynamic allocation and features that help maximize yield. You can control which buyers have the ability to bid on your more valuable video inventory by setting up Preferred Deals or Private Auctions.
TrueView and skippable video ad types
The IMA SDK is required to request TrueView and skippable video ads through AdSense for video and Ad Exchange. TrueView provides access to many of the same advertisers that buy on YouTube.
Companion slot awareness
The IMA SDK recognizes companion ad slots from Google Publisher Tags (GPT), and autofills companion slots if a video ad doesn't have companions to fill all the companion slots on the page.
* Not available for all networks. Contact your account manager for more information.