SSAI vs CSAI: A Technical Breakdown on VAST Tag differences

SSAI vs CSAI: How Delivery Impacts VAST Tag Behavior

In the world of programmatic advertising, the methods used for ad delivery can significantly impact the effectiveness of campaigns. Two such techniques, Server-Side Ad Insertion (SSAI) and Client-Side Ad Insertion (CSAI), play vital roles in how Video Ad Serving Template (VAST) tags behave. This article will offer a detailed technical breakdown of these techniques, including their pros and cons, and how they interact with VAST tags.

SSAI: A Technical Breakdown

SSAI (Server-Side Ad Insertion), also known as ad stitching, involves the server inserting ads into content streams before they reach the client's device. This process makes the ad part of the content, reducing the chances of ad blockers intercepting it.

VAST tags in SSAI work slightly differently. The server processes the VAST tag, not the client's device, which can result in fewer errors and a smoother viewing experience. Here's an example of a VAST tag used with SSAI:

Media files are required to be high definition (HD). VAST 4.x support Mezzanine XML nodes that allow for transport streaming video delivery.

Example VAST Tag for SSAI

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<VAST version="3.0">
    <Ad id="123456">
        <AdSystem>Ad Server</AdSystem>
        <Creatives>
            <Creative>
                <Linear>
                    <Duration>00:00:30</Duration>
                    <MediaFiles>
                        <MediaFile type="video/mp4" width="1920" height="1080" delivery="progressive" bitrate="1500">
                            <![CDATA[http://example.com/hd-ad.mp4]]>
                        </MediaFile>
                        <Mezzanine>
                            <MediaFile type="application/vnd.apple.mpegurl" width="1920" height="1080" delivery="streaming" bitrate="3000">
                                <![CDATA[http://example.com/hd-ad-master]]>
                            </MediaFile>
                        </Mezzanine>
                    </MediaFiles>
                </Linear>
            </Creative>
        </Creatives>
    </Ad>
</VAST>

SSAI comes with several advantages and drawbacks:

Pros

• Bypasses ad blockers
• Provides a smoother, buffer-free viewing experience
• Reduces the likelihood of errors

Cons

• More complex to implement
• Not as flexible in terms of ad customization

CSAI: A Technical Breakdown

In contrast, CSAI (Client-Side Ad Insertion) involves the client's device requesting and inserting the ad. This method allows for more dynamic and personalized ads but is more susceptible to ad blockers.

VAST tags in CSAI are processed by the client's device, leading to the potential for errors if the device can't correctly interpret the tag. Here's an example of a VAST tag used with CSAI:

CSAI does not require HD media files, and standard definition (SD) files are often used for faster loading times.

Example VAST Tag for CSAI

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<VAST version="3.0">
    <Ad id="123456">
        <InLine>
            <AdSystem>Ad Server</AdSystem>
            <AdTitle>Ad Title</AdTitle>
            <Creatives>
                <Creative>
                    <Linear>
                        <Duration>00:00:30</Duration>
                        <MediaFiles>
                            <MediaFile type="video/mp4" width="360" height="640" delivery="progressive" bitrate="1500">
                                <![CDATA[http://example.com/hd-ad.mp4]]>
                            </MediaFile>
                        </MediaFiles>
                    </Linear>
                </Creative>
            </Creatives>
        </InLine>
    </Ad>
</VAST>

CSAI also has its share of pros and cons:

Pros

• Allows for dynamic, personalized ads
• Easier to implement

Cons

• More susceptible to ad blockers
• Can lead to buffering and a less smooth viewing experience

Comparing SSAI and CSAI

While both methods have their merits, the choice between SSAI and CSAI largely depends on the specific needs and constraints of your ad campaign. Here's a comparison table to help illustrate the key differences:

Future Trends in Ad Delivery

As technology continues to evolve, new trends and techniques are likely to shape the future of ad delivery. For example, the rise of 5G could enhance CSAI by reducing buffering issues. Similarly, advancements in AI could enable more sophisticated ad customization in SSAI.

Conclusion

Understanding the technical aspects of SSAI and CSAI, including how they interact with VAST tags, is essential for anyone working in ad tech. While both have their strengths and weaknesses, the key is to select the method that best aligns with your campaign goals and the viewing experience you want to deliver.