IAB Tech Labs to replace VPAID with more interactive SIMID ad specs

IAB Tech Lab has initiated the process of replacing VPAID (Video Player Ad Interface Definition) with SIMID (Secure Interactive Media Interface Definition) specifications to support interactive video ads. Purpose is to give publishers more control over their video ads offerings.

Why it’s important:

The new SIMID specifications will enable a “player-centric” model that gives playback control to the player itself — providing publishers with more control over the user experience and the videos that run on their pages.