Posted on Aug 8, 2023

Benefits of Using VAST Tags for B2B Programmatic Advertising Campaign

4 reviews

In today’s complex digital advertising ecosystem, businesses need effective tools to streamline processes and maximize the impact of their ad campaigns. One of those is the Video Ad Serving Template, or VAST tag

Developed by the Interactive Advertising Bureau (IAB), VAST tags are standardized scripts that ensure the smooth delivery, management, and tracking of video ads across various platforms and devices.

In the realm of B2B programmatic advertising, the implementation of VAST tags can serve as a catalyst for campaign success. With their ability to simplify ad operations and provide rich tracking metrics, these scripts allow advertisers to reach decision-makers effectively. 

In this blog post, we’ll explore the benefits of using VAST tags in your programmatic advertising B2B campaigns and provide a step-by-step guide on implementation and troubleshooting.

SmartHub's Features Have No Limits!
Get a Consultation For Free
Contact us

Understanding B2B programmatic advertising

B2B (Business-to-Business) programmatic advertising is a rapidly evolving space within the digital marketing sector. But what is B2B programmatic advertising? At its core, B2B programmatic advertising is the automated buying and selling of online advertising space, tailored specifically towards businesses rather than individual consumers.

This sophisticated digital tool leverages algorithms and machine learning to automate the purchase of ad space, targeting key decision-makers within businesses through digital channels. It not only streamlines the ad buying process but also helps reach a professional audience in real-time, thereby optimizing ad performance and efficiency.

This process of automated bidding on advertising inventory in real-time, during the millisecond a webpage is loading, is what makes programmatic advertising a highly efficient tool. The real-time bidding (RTB) system allows for seamless and instantaneous ad space purchases on the backbone of data-driven decisions.

Now, let’s delve into how programmatic advertising plays a crucial role in reaching target audiences effectively as a part of a B2B Internet marketing strategy.

Precision targeting

Precision targeting B2B programmatic advertising can access and analyze vast amounts of data about online users’ behavior. These insights allow marketers to target their advertising campaigns at a granular level, focusing on the specific business segments that are most likely to be interested in their products or services.

Real-time optimization

Programmatic advertising tools are equipped with real-time analytics that provide continuous feedback about campaign performance. This data allows advertisers to optimize their campaigns and tweak their ads to ensure they’re reaching the right audience, at the right time, and in the right place.

Efficient budget use

By automating the ad buying process and using algorithms to decide where and when to place ads, programmatic advertising can help businesses make the most of their advertising budgets. It eliminates the need for manual negotiation and purchasing, reducing the risk of human error and wasted ad spend.

Multichannel engagement

B2B programmatic marketing isn’t confined to a single digital channel. It encompasses a wide range of platforms, from websites and social media to mobile apps and video content. 

This multichannel approach ensures that businesses can reach their target audience wherever they are online, increasing the likelihood of engagement.

B2B programmatic advertising represents a sea change in how businesses reach their target audience. 

By automating the ad buying process and optimizing campaigns in real-time, programmatic advertising ensures that businesses can deliver the right message to the right people at the right time. 

Its data-driven, multichannel approach allows for precise targeting and effective budget utilization, making it a crucial tool for businesses looking to connect with other businesses in the digital age.

Optimizing B2B programmatic campaigns for success

Boosting the success of your B2B programmatic advertising campaign doesn’t have to be a shot in the dark. It’s all about leveraging the right strategies for B2B programmatic ad optimization to ensure your ads reach the right audience, at the right time, and in the most engaging way. 

The intricate nature of programmatic advertising in B2B marketing necessitates a thoughtful, data-driven approach, and optimizing your campaign is a critical component of the process. 

Here’s a list of key tips for optimizing programmatic advertising for B2B:

  • Leverage data for precise targeting: Use all available data points from first-party, second-party, or third-party sources to create detailed audience profiles and target ads accurately.
  • Dynamic Creative Optimization (DCO): Use DCO to automatically adjust ad creatives in real-time based on data about the viewer, ensuring the ad is as relevant and engaging as possible.
  • Adopt a multichannel approach: Don’t limit your campaigns to a single platform. Spread out across different channels to reach your audience wherever they are online.
  • Transparent reporting and analytics: Use B2B programmatic ad tracking and measurement tools to gain insights into your campaigns’ performance. This can guide your optimization efforts and help improve your return on ad spend.
  • Collaboration and learning: Learn from others in your industry, stay updated on the latest B2B programmatic advertising trends, and continually refine your approach based on what works best for your specific audience and goals.

There are channel-specific considerations to take into account as well when designing B2B programmatic targeting strategies. If you’re running video ads, consider Video Ad Serving Template (VAST) tags in B2B programmatic advertising campaign management to ensure your ads are delivered and tracked correctly across platforms.

5 Benefits of using VAST tags in programmatic advertising

Before defining their benefits, let’s look into what are VAST tags. Video Ad Serving Template (VAST) tags are a pivotal tool in the world of digital advertising, especially when it comes to video B2B programmatic ad campaign management. 

Developed by the Interactive Advertising Bureau (IAB), VAST tags are a form of XML script used to structure ad tags that call video content and tracking pixels to serve video ads correctly across various platforms. These tags play a crucial role in ensuring standardized communication between video players and ad servers.

In the following section, we explore five core benefits of deploying VAST tags for B2B programmatic advertising campaigns.

Build Your Profitable Ad Exchange Business With Us!
Receive Free Custom Deployment Calculation

#1: Streamlined Ad Delivery

VAST tags simplify the ad delivery process, allowing advertisers to seamlessly serve video ads across multiple platforms and devices. These standardized tags ensure that video ads are delivered correctly, regardless of the technology stack, enhancing the efficiency of ad operations.

#2: Accurate Ad Tracking

A major advantage of using VAST tags is their capability for accurate B2B programmatic ad tracking. These tags provide robust tracking metrics, including impressions, clicks, and video-specific metrics like quartile views, which are crucial in evaluating the performance of your video ads. With this data, you can gain better insights into how your ads are performing and make necessary adjustments for optimization.

#3. Improved Ad Targeting

VAST tags can be used alongside other targeting technologies, making them a key asset for improving ad targeting. By integrating VAST with programmatic technologies, you can deliver more personalized video ads to specific segments of your B2B audience, thereby enhancing the relevance and impact of your campaigns.

#4. Increased reach

With VAST tags, your video ads can reach a wider audience across various platforms and devices, including mobile, desktop, and connected TV. This expanded reach means that your B2B campaigns have a greater chance of connecting with the right decision-makers, wherever they are consuming content.

#5: Enhanced User Experience

Lastly, VAST tags contribute to a more seamless user experience. Because they ensure that video ads are displayed properly and load quickly, they help to minimize disruptions and maintain a positive experience for the user. In a B2B context, a smoother viewing experience can make a significant difference in building trust and brand awareness.

Implementing VAST tags in your B2B programmatic advertising campaign

As you plan on running a programmatic ad for B2B, utilizing Video Ad Serving Template (VAST) tags is crucial for the successful delivery and tracking of video ads. 

However, the process of implementing these tags can seem complex for those unfamiliar with it.

We would like to support advertisers with a clear, step-by-step guide to help you understand how to implement VAST tags into your B2B advertising campaign. 

We will also offer some handy tips for troubleshooting and optimizing your VAST tag implementation, ensuring your campaigns run smoothly and effectively. 

Step 1: Identify Your Video Content and Ad Server

First, decide on the video content you want to advertise and identify the ad server you’ll be using for your campaign. This server will provide the VAST tags needed for your campaign.

Step 2: Generate Your VAST Tag

On your chosen ad server, set up your B2B programmatic ad campaign parameters such as targeting, budget, and duration, then generate the VAST tag for your campaign. This XML script includes all the essential information about your video ad, including the media file’s location, ad tracking URLs, and more.

Step 3: Integrate VAST Tag into Your Video Player

Once your VAST tag is generated, it needs to be integrated into video player. This is typically done by inserting the VAST tag URL into your video player’s ad settings.

Step 4: Test Your VAST Tag

Before fully launching your campaign, test your VAST tag to ensure that it works correctly. Use a VAST tag validator tool to check if the tag is formatted correctly and if the video ad plays as expected.

Step 5: Launch and Monitor Your Campaign

Once testing is complete and you’re confident that your VAST tag is working as expected, it’s time to launch launch media trading. Ensure that ads are displaying correctly and tracking is working.

Note for troubleshooting and optimization

Despite careful preparation, you may encounter issues with your VAST tag implementation. Common problems include the video ad not playing, tracking issues, or video playback errors. In these cases, always start troubleshooting by validating your VAST tag. Also, make sure your video player is compatible with the VAST version you’re using.

For optimization, pay close attention to the data your VAST tags provide. If certain metrics underperform, such as completion rate or click-through rate, consider adjusting your video content or targeting parameters. Always remember, the key to successful programmatic B2B ad campaign is continuous testing, analyzing, and optimizing.

Maintain The Highest Revenues in Media Trading With SmartHub!
Get a Consultation For Free
Contact us

Consider Smart-Hub your trusted partner

If you’re looking to gain more control over your advertising operations while maximizing your ad revenue, the Smart-Hub white-label ad exchange may be an optimal solution among B2B programmatic ad platforms. 

SmartHub offers you the unique opportunity to establish your own branded ad exchange, eliminating the middleman and giving you direct access to advertisers and publishers. 

One of Smart-Hub’s key features is its seamless integration with VAST tags, which ensures accurate delivery and tracking of video ads across multiple platforms. Additionally, it comes with a real-time bidding system, superior targeting capabilities, and detailed analytics, specifically tailored to enhance your video ad campaign performance.

And if you are interested in an affordable and easy-to-start DIY ad exchange solution, pay attention to SmartHub Basic which was created for ambitious tech companies, startups, freelancers, ad networks, and SSPs of all sizes and budgets.


What are the key metrics to track when using VAST tags in programmatic advertising for B2B?
The key metrics to track when using VAST tags in B2B programmatic advertising campaign include impressions, clicks, video starts, quartile views (25%, 50%, 75%, and 100% of the video viewed), video completions, and click-through rates. These B2B programmatic ad success metrics offer insights into the performance and viewer engagement of your video ads.
Do I need technical expertise to implement VAST tags in my B2B programmatic advertising campaigns?
While some technical knowledge can be helpful, it’s not absolutely necessary to implement VAST tags. Many ad servers offer easy-to-use interfaces for generating and testing VAST tags. However, you may need technical assistance for more complex implementations or troubleshooting.
How can I customize VAST tags for specific targeting or personalization in B2B programmatic campaigns?
Customizing VAST tags for specific targeting or personalization involves integrating them with your programmatic ad platform. This platform will handle the targeting parameters, while the VAST tag will ensure the correct ad and tracking URLs are served. This process might require coordination between your ad server and programmatic platform.
Enjoyed the article?
Here you can rate it or share via your favourite social media!

5/5 (4 reviews)

You May Also Like

Want to Learn More?