Video ads are generally defined by their placement, their creative components, and whether the user receives something (reward) for watching a video.
In-stream video
In-stream video is shown inside a content video player. These ads are shown when you're watching a clip, a live sporting event, television show, etc.
Out-stream video
Out-stream video is shown outside a content video player. These ads are shown within articles, social feeds, between levels of a game, etc. Learn more about out-stream video in the IAB documentation.
Out-stream video types and descriptions
| Type | Interstitial video | Rewarded video | Native video | In-Feed video | In-Article video |
|---|---|---|---|---|---|
| Appearance |  |
 |
 |
 |
 |
| What is it | A full-screen video ad that appears in between experiences in an app | An option to watch a video in order to receive a reward from the publisher (i.e. wifi access, additional lives in a game, etc.) | A video ad that is styled like the surrounding app or page content | A video ad in content, social, or product feeds; often is a native |
A video ad between paragraphs of editorial content, existing as a standalone branded message |
| Placement | Interstitial | Interstitial | N/A (no video message) | In-feed | In-article |
| Platform | mApp | mApp | mApp, mWeb, desktop | Mostly mApp | Mostly mWeb and desktop |
| Initiation | Auto-play, sound on or off | Click to play, sound on | Auto-play (when in view), sound off (tap for sound) | Auto-play (when in view), sound off (tap for sound) | Auto-play (when in view), sound off (tap for sound) |
30 second auto-play
In-feed and In-article video ads will auto-play for up to 30 seconds while in view, or longer if there was user interaction with the video such as tap or unmute. Videos that are significantly longer than 30 seconds will likely receive fewer completed views. Therefore, advertisers who desire higher completion rates should provide videos that are 30 seconds or less. The maximum recommended video length is 15-30 seconds.
Benefits of Interstitial video ads:
- Clicks are only counted if the user clicks the Learn more button. This prevents inflated click through rates. The user is also protected from accidentally exiting the app.
- Ads are highly viewable since they are full screen. Active View can also be used to measure viewability.
- Interstitial video ads are only served when the user is connected to a wi-fi network, preventing excessive mobile data usage.
- When in an app, interstitial video ads are only served in between experiences, never interrupting the user or content.
Buying Best Practices:
Interstitial video ads are only served on mobile app, follow all mobile video buying recommendations. See below for key signals specific to interstitials:
| Field name | Description |
| Placement |
Describes where the video ad will play. Be sure to include interstitial in targeting. (Do not only target instream or pre-roll) |
|
Player size (Width, height) |
Multiple width / height pairs are passed in the bid request. However the first width / height pair is always identical to the screen size, which is important as these are full screen placements. |
| Allowed_Video_Formats |
Describes the allowed video technologies for ads served in response to this request. Note that VPAID is not accepted for mApp requests |
| ScreenOrientation | The screen orientation of the device when the ad request is sent. Because interstitials are full screen, it's recommended that a portrait video creative is returned when the user is holding their phone vertically. |
| SkippableBidRequestType | A lot of interstitial inventory is skippable. Do not target non-skip only. |
| Viewability | Ad Exchange measures viewability using Active View across mApp inventory. Third party viewability vendors do not currently work in app environments. |
Benefits of Rewarded video ads:
- Users make a conscious choice to watch the ad, inventory is explicitly opt-in "click to play".
- Improved performance from engaged users, high completion rates, and end cards with clear call to actions.
- Full screen video ad, can use Active View to measure viewability.
- User first experience:
- User can close the ad at any time, they will be prompted to choose forfeiting the reward if they want
- Countdown timer to show user how long the ad is
- Policies to ensure a great user experience and advertiser value, including these as well as others:
- Rewards may not be converted into actual currency
- No encouraging users to click on ads or misleading context
Buying Best Practices:
Rewarded ads are mobile app inventory. Follow all mobile video buying recommendations. See below for key signals and best practices specific to Rewarded video ads:
| Field name | Description |
| Is_rewarded |
Whether the user receives a reward for viewing the ad |
| Placement | Describes where the video ad will play. Rewarded ads are Insterstitial placements, make sure to include interstitial in targeting. (Do not only target instream or pre-roll) |
| Playback_method | click_to_play |
| Player Size (width, height) | Multiple width / height pairs are passed in the bid request. However the first width / height pair is always identical to the screen size, which is important as these are full screen placements. |
| Allowed_Video_Formats | Describes the allowed video technologies for ads served in response to this request. Note that VPAID is not accepted for mApp requests. |
| ScreenOrientation | The screen orientation of the device when the ad request is sent. Because interstitials are full screen, it's recommended that a portrait video creative is returned when the user is holding their phone vertically. |
| Viewability | Ad Exchange measures viewability using Active View across mApp inventory. Third party viewability vendors do not currently work in app environments. |
Benefits of native video ads:
- Matches look and feel of the site or app, is a more seamless viewing experience for the user.
- There are many policies in place to make sure in-feed creatives are a good user experience.
Buying Best Practices:
For native video ads, follow all creative specifications and bidder recommendations.
Native Video ads will not include a video message in the bid request at this time.
Benefits of in-feed and in-article video ads:
- Gives buyers the opportunity to reach audiences in more moments throughout the day, even when the user is not necessarily watching video content
- Valuable on mobile where there is scarce real estate on the screen
- Bid with the same VAST response that you use to buy video on all other inventory
- There are many policies in place to make sure outstream video creatives are a good user experience. Including, but not limited to:
- Ad attribution - all creatives will be clearly marked as such
- The video cannot cause the page to reflow its layout before, during, or after the video ad renders
- Creative only plays when in view; protects advertiser from false views and completion rates
Buying Best Practices:
Most in-feed video ads are served on mApp and most in-article video ads are served on mWeb and desktop. Follow all mobile video buying recommendations for mobile placements. See below for key signals and best practices specific to In-feed and In-article ads:
| Field name | Description |
|
OpenRTB: AdX Signals: allowed_video_formats, allowed_ad_type |
Use VAST. Do not use VPAID, MRAID, FLV, or WEBM |
| Placement: in_feed, in_article |
Do not target In-stream, above the fold, pre-roll, mid-roll, or post-roll |
|
OpenRTB: AdX Signals: |
To determine if the creative is mWeb, Desktop, or mApp |
|
OpenRTB Signals: w, h AdX Signals: width, heigh |
If appropriate, read the player size for targeting |
|
OpenRTB Signal: Metric AdX Signal: viewability |
Use Active View for viewability. 3rd party viewability vendors do not work (no VPAID accepted) |
|
OpenRTB Signal: ifa AdX Signal: advertising_id |
Web placements have cookies, App placements have IDFA/ADIDs. |