In the ever-changing digital world —it’s critical to understand various advertising tags in order to recognize the opportunities and limitations that each format possesses. At Innovid, we support all tag types, but understand the advantages that advertisers gain when using more advanced formats.

We also have a dedicated team that proactively certifies publishers for acceptance of these tags, so advertisers can achieve maximum reach, and ultimately receive all of the metrics that are crucial to understanding their campaigns.

Video Tag Formats

1x1 (Site Served)

Tracking pixels that are individually implemented on the publisher side.

Reportable Metrics: (dependent on the publisher)
Impressions, Clicks-Through, Click-Through Rate, Quartiles, Completion Rate


  • Supported in cases where third-party ad serving is not allowed.
  • Can result in incorrect data measurement due to manual errors in implementing tracking pixels as well as longer turnaround times for implementation.
  • Does not allow for a third-party ad server to handle creative swaps or video spec management.
  • Limitation on additional pixel implementation
  • Typically requested by publishers when running in VOD or FEP inventory.
    • VOD: Video On Demand
    • FEP: Full Episode Player

VAST (Video Ad Serving Template) 

Includes multiple tracking pixels and video files in a single standardized file. Responsibility for properly firing all tracking pixels and properly rendering video assets belongs to the publisher’s video player.
Reportable Metrics:
Impressions, Click-Throughs, Click-Through Rate, Quartiles, Completion Rate
  • Reduces risk of implementation errors and results in shorter turnaround times.
  • Allows third-party ad server to handle creative swaps and spec management, decreasing turnaround times.
  • Does not support client-side logic, which means limited support for verification and viewability.
  • Limited to one clickthrough per creative

VPAID (Video Player Ad Interface Definition)

Includes multiple tracking pixels and video files in a single file (like a VAST tag) but wrapped in a layer of client-side executable code. This enables features like viewability, blocking, and interactivity

Reportable Metrics: Impressions, Clicks, Click-Through Rate, Quartiles, Completion Rate, Awareness Rate, Engagement Rate, Time Earned, In-Unit Activity, Viewability, Fraud, Brand Safety, Player Size
  • Publisher player must be VPAID compatible, not all publishers accept VPAID tags across all inventories / devices.
  • Eliminates issues with tracking implementation and ensures consistent measurement across all metrics.
  • Allows third-party ad server to handle creative swaps and spec management, decreasing turnaround times.
  • No limitations on additional pixel implementation.
  • Client-side logic enables viewability and verification tracking, allows for real-time ad blocking, and provides full insight into where and how the video is running.
  • Required for interactive ad units and tracking of in-unit engagement metrics.
  • Not compatible with OTT (VAST or SSAI is used in these instances). 


Display Tag Formats

JS Tag (Javascript) 

JavaScript tags work across image, HTML5, and Rich Media creatives. They can be deployed for sites that already use their own iframes for more complicated page layouts, or for publishers who prefer not to use iframes.

Reportable Metrics: Impressions, clicks, click-through rate. Engagements, dynamic element level reporting.

  • Can deliver image, HTML5 and Rich Media creatives
  • Can either be served directly on a page or within an iframe
  • Dynamic and interactive compatible format.
  • Polite and expandable formats supported
  • Potential publisher pushback as foreign code is loaded onto publisher page.


Important Note: 
Some 3rd parties may request Innovid tags to wrap once trafficked in Innovid. Innovid does not condone the wrapping of our tags by other ad servers or measurement partners. Outside wrapping methodologies are not certified to meet our publisher’s or Innovid's standards for privacy, performance, or reliability. However, if you choose to take this route Innovid will not be held responsible for any functionality limits or troubleshooting. If this occurs, please either push back or loop in your Innovid representative.

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