Video Ads - AdCP - Ad Context Protocol

This guide covers how AdCP represents video advertising formats for online video, CTV, and streaming platforms.

Video Format Characteristics

Video formats include:

Hosted Video - Direct video file URLs served by publisher ad servers
VAST Tags - Third-party ad server URLs returning VAST/VPAID XML
Inline VAST XML - Complete VAST XML provided in creative manifest
Multiple Resolutions - Same creative in different encoding profiles

Video ads play before (pre-roll), during (mid-roll), or after (post-roll) video content, or in-feed as out-stream video.

Standard Video Formats

Horizontal Video by Duration

15-Second Video

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_15s"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "15s",
        "format": ["MP4"],
        "codec": "H.264",
        "resolution": ["1920x1080", "1280x720"],
        "max_file_size_mb": 30,
        "bitrate_min": "4Mbps",
        "bitrate_max": "10Mbps",
        "audio_codec": "AAC"
      }
    }
  ]
}

30-Second Video

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "30s",
        "format": ["MP4"],
        "codec": "H.264",
        "resolution": ["1920x1080", "1280x720"],
        "max_file_size_mb": 50,
        "bitrate_min": "4Mbps",
        "bitrate_max": "10Mbps",
        "audio_codec": "AAC"
      }
    }
  ]
}

6-Second Bumper

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_6s"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "6s",
        "format": ["MP4"],
        "codec": "H.264",
        "resolution": ["1920x1080", "1280x720"],
        "max_file_size_mb": 15,
        "bitrate_min": "4Mbps",
        "bitrate_max": "10Mbps"
      }
    }
  ]
}

Vertical/Mobile Video

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_vertical_15s"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "15s",
        "aspect_ratio": "9:16",
        "resolution": "1080x1920",
        "format": ["MP4"],
        "codec": "H.264",
        "max_file_size_mb": 30
      }
    }
  ]
}

CTV/OTT Video

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_ctv"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "30s",
        "format": ["MP4"],
        "codec": "H.264",
        "resolution": "1920x1080",
        "max_file_size_mb": 35,
        "bitrate_min": "4Mbps",
        "bitrate_max": "8Mbps",
        "audio_codec": "AAC",
        "audio_channels": "stereo"
      }
    }
  ]
}

VAST Tag Formats

For third-party ad servers:

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_vast"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "vast_tag",
      "asset_type": "url",
      "asset_role": "vast_url",
      "required": true,
      "requirements": {
        "vast_version": ["3.0", "4.0", "4.1", "4.2"],
        "duration": "30s"
      }
    }
  ]
}

VPAID Interactive Video

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_vpaid"
  },
  "type": "video",
  "assets_required": [
    {
      "asset_id": "vpaid_tag",
      "asset_type": "url",
      "asset_role": "vpaid_url",
      "required": true,
      "requirements": {
        "vpaid_version": ["2.0"],
        "duration": "30s",
        "api_framework": "VPAID"
      }
    }
  ]
}

Creative Manifests

Hosted Video Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s"
  },
  "assets": {
    "video_file": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/spring_30s.mp4",
      "duration": 30,
      "width": 1920,
      "height": 1080,
      "format": "video/mp4",
      "codec": "H.264",
      "bitrate_kbps": 8000
    },
    "impression_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/imp?buy={MEDIA_BUY_ID}&video={VIDEO_ID}&cb={CACHEBUSTER}"
    },
    "landing_url": {
      "asset_type": "url",
      "url_type": "clickthrough",
      "url": "https://brand.com/spring-sale?campaign={MEDIA_BUY_ID}"
    }
  }
}

VAST Tag Manifest (URL Delivery)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_vast"
  },
  "assets": {
    "vast_tag": {
      "asset_type": "vast",
      "delivery_type": "url",
      "url": "https://ad-server.brand.com/vast?campaign={MEDIA_BUY_ID}&cb={CACHEBUSTER}",
      "vast_version": "4.2"
    }
  }
}

Inline VAST XML Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_vast"
  },
  "assets": {
    "vast_xml": {
      "asset_type": "vast",
      "delivery_type": "inline",
      "content": "<?xml version=\"1.0\" encoding=\"UTF-8\"?>\n<VAST version=\"4.2\">\n  <Ad>\n    <InLine>\n      <Impression><![CDATA[https://track.brand.com/imp?buy={MEDIA_BUY_ID}&cb=[CACHEBUSTING]]]></Impression>\n      <Creatives>\n        <Creative>\n          <Linear>\n            <Duration>00:00:30</Duration>\n            <MediaFiles>\n              <MediaFile delivery=\"progressive\" type=\"video/mp4\" width=\"1920\" height=\"1080\">\n                <![CDATA[https://cdn.brand.com/spring_30s.mp4]]>\n              </MediaFile>\n            </MediaFiles>\n            <VideoClicks>\n              <ClickThrough><![CDATA[https://brand.com/spring?campaign={MEDIA_BUY_ID}]]></ClickThrough>\n            </VideoClicks>\n          </Linear>\n        </Creative>\n      </Creatives>\n    </InLine>\n  </Ad>\n</VAST>",
      "vast_version": "4.2"
    }
  }
}

Multi-Resolution Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s"
  },
  "assets": {
    "video_1080p": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/spring_30s_1080p.mp4",
      "duration": 30,
      "width": 1920,
      "height": 1080,
      "bitrate_kbps": 8000
    },
    "video_720p": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/spring_30s_720p.mp4",
      "duration": 30,
      "width": 1280,
      "height": 720,
      "bitrate_kbps": 5000
    },
    "video_480p": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/spring_30s_480p.mp4",
      "duration": 30,
      "width": 854,
      "height": 480,
      "bitrate_kbps": 2500
    }
  }
}

Video-Specific Macros

In addition to universal macros, video formats support:

Video Content Context

{VIDEO_ID} - Content video identifier
{VIDEO_TITLE} - Content video title
{VIDEO_DURATION} - Content duration in seconds
{VIDEO_CATEGORY} - IAB content category
{CONTENT_GENRE} - Content genre (news, sports, comedy)
{CONTENT_RATING} - Content rating (G, PG, TV-14, etc.)
{PLAYER_WIDTH} / {PLAYER_HEIGHT} - Video player dimensions in pixels

Ad Pod Position

{POD_POSITION} - Position within ad break (1, 2, 3, etc.)
{POD_SIZE} - Total ads in this break
{AD_BREAK_ID} - Unique ad break identifier

Playback Context

{PLAYBACK_METHOD} - auto-play-sound-on, auto-play-sound-off, click-to-play
{PLAYER_SIZE} - small, medium, large, fullscreen
{VIDEO_PLACEMENT} - in-stream, in-banner, in-article, in-feed, interstitial

VAST Macros

AdCP macros ({CURLY_BRACES}) work alongside IAB VAST 4.x macros ([SQUARE_BRACKETS]):

[CACHEBUSTING] - Random number for cache prevention
[TIMESTAMP] - Unix timestamp
[DOMAIN] - Publisher domain
[IFA] - Device advertising ID (IDFA/AAID)
[REGULATIONS] - Privacy regulation signals (GDPR, CCPA)
[DEVICEUA] - Device user agent string

Example mixing both macro formats:

https://track.brand.com/imp?
  buy={MEDIA_BUY_ID}&
  video={VIDEO_ID}&
  device=[IFA]&
  domain=[DOMAIN]&
  cb=[CACHEBUSTING]

Video Tracking Assets

Standard Tracking Events

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s"
  },
  "assets": {
    "video_file": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/video_30s.mp4"
    },
    "impression_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/imp?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "start_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/start?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "quartile_25_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/q25?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "quartile_50_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/q50?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "quartile_75_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/q75?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "complete_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/complete?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    },
    "click_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/click?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    }
  }
}

Interactive Tracking Events

For formats supporting user interaction:

{
  "pause_tracker": {
    "asset_type": "url",
    "url_type": "tracker",
    "url": "https://track.brand.com/pause?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
  },
  "resume_tracker": {
    "asset_type": "url",
    "url_type": "tracker",
    "url": "https://track.brand.com/resume?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
  },
  "skip_tracker": {
    "asset_type": "url",
    "url_type": "tracker",
    "url": "https://track.brand.com/skip?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
  },
  "mute_tracker": {
    "asset_type": "url",
    "url_type": "tracker",
    "url": "https://track.brand.com/mute?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
  },
  "unmute_tracker": {
    "asset_type": "url",
    "url_type": "tracker",
    "url": "https://track.brand.com/unmute?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
  }
}

Common Aspect Ratios

16:9 (1920x1080, 1280x720) - Standard horizontal video
9:16 (1080x1920) - Vertical mobile video
4:3 (640x480) - Legacy format, rare
1:1 (1080x1080) - Square social video

Video Placement Types

Pre-Roll

Video ad plays before content starts. Most common placement. Common durations: 6s, 15s, 30s

Mid-Roll

Video ad plays during content breaks. Uses ad pod macros for position tracking. Common durations: 15s, 30s

Post-Roll

Video ad plays after content ends. Common durations: 15s, 30s

Out-Stream

Video ad plays in-feed or in-article, not in a video player. Common formats: Vertical mobile video, in-feed video

VAST/VPAID Integration

VAST Versions

AdCP supports all VAST versions:

VAST 2.0 - Legacy support
VAST 3.0 - Adds verification and error handling
VAST 4.0 - Improved tracking, viewability
VAST 4.1 - Enhanced ad pod support
VAST 4.2 - Latest specification (recommended)

VPAID Support

VPAID (Video Player Ad-Serving Interface Definition) enables interactive video ads:

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_vpaid"
  },
  "assets_required": [
    {
      "asset_id": "vpaid_tag",
      "asset_type": "url",
      "asset_role": "vpaid_url",
      "requirements": {
        "vpaid_version": ["2.0"],
        "api_framework": "VPAID"
      }
    }
  ]
}

File Specifications

Video Codecs

H.264 - Most widely supported
H.265/HEVC - Better compression, limited support
VP8/VP9 - Open codec, growing support

Audio Codecs

AAC - Recommended for MP4
MP3 - Legacy support
Opus - High quality, growing support

Container Formats

MP4 - Industry standard
WebM - Open format
MOV - Apple format, transcoded by publishers

Bitrate Ranges

High Quality (1080p): 8-10 Mbps
Standard Quality (720p): 4-6 Mbps
Mobile Optimized (480p): 2-3 Mbps
CTV/OTT: 4-8 Mbps (file size limits apply)

Frame Rates

23.976 fps, 24 fps, 25 fps, 29.97 fps, 30 fps, 60 fps

Common Resolutions

16:9 Landscape:

1920x1080 (1080p Full HD)
1280x720 (720p HD)
854x480 (480p SD)

9:16 Portrait:

1080x1920 (Mobile vertical)

1:1 Square:

1080x1080 (Social video)

Universal Macros - Complete macro reference including video macros
Creative Manifests - Manifest structure and asset specifications
Asset Types - Video asset type definitions

Getting Started

Protocols

Signals

Curation Protocol

Media Buy

Creative

Reference

Community

Documentation Index

​Video Format Characteristics

​Standard Video Formats

​Horizontal Video by Duration

​15-Second Video

​30-Second Video

​6-Second Bumper

​Vertical/Mobile Video

​CTV/OTT Video

​VAST Tag Formats

​VPAID Interactive Video

​Creative Manifests

​Hosted Video Manifest

​VAST Tag Manifest (URL Delivery)

​Inline VAST XML Manifest

​Multi-Resolution Manifest

​Video-Specific Macros

​Video Content Context

​Ad Pod Position

​Playback Context

​VAST Macros

​Video Tracking Assets

​Standard Tracking Events

​Interactive Tracking Events

​Common Aspect Ratios

​Video Placement Types

​Pre-Roll

​Mid-Roll

​Post-Roll

​Out-Stream

​VAST/VPAID Integration

​VAST Versions

​VPAID Support

​File Specifications

​Video Codecs

​Audio Codecs

​Container Formats

​Bitrate Ranges

​Frame Rates

​Common Resolutions

​Related Documentation