VPAID
VPAID (Video Player-Ad Interface Definition) is an older IAB standard that let interactive video ads run code inside a video player and talk to it. It made clickable, game-like and measurable ads possible, but it also slowed players and raised security concerns. The IAB has deprecated VPAID in favor of newer approaches such as SIMID and OMID.
Why it matters
VPAID matters today mainly as a risk. Ads that still rely on it can slow players, fail on smart TVs and mobile apps, and run code the publisher cannot control. Publishers that still accept VPAID ads may lose performance and fill on modern devices.
How it works
- The VAST response pointed to a VPAID ad unit containing code instead of a simple video file.
- The player loaded that code, which could draw graphics and handle clicks.
- The ad and player talked through a shared set of commands, such as start, pause and volume.
- The ad code also collected measurement data, which is part of why it was later replaced.
Is VPAID still supported?
No, VPAID is deprecated and is no longer recommended. IAB Tech Lab replaced it with SIMID for interactive ads and the Open Measurement SDK for verification. Many smart TV and mobile platforms never supported VPAID, and many publishers now reject VPAID creatives.
What replaced VPAID?
SIMID replaced VPAID for interactive ads, and the Open Measurement SDK (OMID) replaced it for ad verification and viewability. This split keeps the video file separate from interactive and measurement code, so players stay in control of playback and security.
Where it's used
OTT services and ad-supported publishers now reject VPAID ads, especially on smart TVs. They ask advertisers for SIMID ads measured with the Open Measurement SDK to keep playback fast and secure.
By the numbers
- IAB Tech Lab lists VPAID as deprecated and replaced with SIMID. (VAST (IAB Tech Lab))
- VPAID 2.0 was released by the IAB on April 10, 2012, alongside VAST 3.0 and VMAP 1.0. (IAB releases new Video Suite: VAST, VPAID and VMAP (IAB))
