ADTECH Implements New IAB Video Standards

ADTECH Delivers Video Ads in Compliance with the Latest Video Ad Serving Template (VAST) 2.0 Standards

NEW YORK – ADTECH, a leading provider of ad serving technology and part of AOL Advertising, has announced that its ad serving solution now complies with the IAB’s (Interactive Advertising Bureau) expanded VAST 2.0 video standards. The objective of VAST is to manage, target and report on online video advertising running via a third-party ad server, as is currently being done for banner advertising. ADTECH implemented the VAST 1.0 into its technology in early October 2008. Now that the update to VAST 2.0 is complete, ADTECH’s ad servers support both standards.

ADTECH CEO Dirk Freytag emphasizes his company’s standardization efforts: “For us it is a given that we are involved in the development of standards and that we expeditiously implement them into practical applications once they become available. Video ads already make up over five percent of the ads we deliver globally. We are closing more and more accounts whose video ad impression volume is growing, in keeping with the industry.” He adds: “In this growth market, standards are the best foundation to generate trust, transparency and more technical choices.”

The IAB published the expanded video standards under the name VAST 2.0 in the United States at the end of 2009. This was preceded by several months of discussion of the standards by leading technology providers, such as ADTECH. In the past three months, ADTECH’s video product team has worked hard to adapt the communication and data exchange between ad servers and video players to meet the new standards. ADTECH’s clients are using players such as the Brightcove 3, JW players, flow players and Ooyala.

A detailed description of the VAST standard can be downloaded from the IAB website (


ADTECH is an international supplier of digital marketing solutions and is AOL Advertising’s ad serving platform. The company’s flagship product is an integrated ad server solution that enables web publishers, ad networks, agencies and advertisers to manage, serve and evaluate virtually any kind of online advertising campaign including display, video and mobile formats. ADTECH’s solution differentiates itself from the competition through its scalable, enterprise-class infrastructure and user-friendly tools, providing users with increased efficiency, reliability and ROI for their online advertising business. ADTECH customers include major players like BSkyB, Hi-media, Gannett and Fox Networks. ADTECH AG is a wholly-owned subsidiary of AOL Inc.

About AOL

AOL Inc. (NYSE: AOL) is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL’s business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL’s owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL’s consumer offerings.