AdCP — Video Ads

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": [
    {
      "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": [
    {
      "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": [
    {
      "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": [
    {
      "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

CTV platforms have strict technical requirements that differ significantly from web video. Creative agents must produce assets that precisely match these specifications to avoid rejection.

Standard CTV Video (30s)

This format represents common CTV requirements across most platforms:

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "video_30s_ctv"
  },
  "type": "video",
  "assets": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration_seconds": 30,
        "acceptable_formats": ["mp4", "mov"],
        "acceptable_codecs": ["h264"],
        "acceptable_resolutions": ["1920x1080"],
        "aspect_ratio": "16:9",
        "min_bitrate_mbps": 6,
        "max_bitrate_mbps": 15,
        "max_file_size_mb": 500,
        "acceptable_frame_rates": ["23.976", "24", "25", "29.97", "30", "59.94", "60"],
        "frame_rate_type": "constant",
        "scan_type": "progressive",
        "color_space": "rec709",
        "hdr_format": "sdr",
        "chroma_subsampling": ["4:2:0"],
        "video_bit_depth": [8],
        "gop_interval_seconds_min": 1,
        "gop_interval_seconds_max": 2,
        "gop_type": "closed",
        "moov_atom_position": "start",
        "audio_required": true,
        "audio_codec": ["aac", "pcm"],
        "audio_sampling_rate_hz": [48000],
        "audio_channels": "stereo",
        "audio_bit_depth": [16, 24],
        "audio_bitrate_kbps_min": 192,
        "audio_loudness_lufs": -24,
        "audio_loudness_tolerance_db": 2,
        "audio_true_peak_dbfs": -2
      }
    }
  ]
}

Platform-Specific CTV Examples

Different CTV platforms have varying requirements. Sales agents should define formats matching their specific platform needs. Roku-Compliant Format:

{
  "format_id": {
    "agent_url": "https://sales.example.com",
    "id": "video_30s_roku"
  },
  "type": "video",
  "assets": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "required": true,
      "requirements": {
        "duration_seconds": 30,
        "acceptable_formats": ["mp4", "mov"],
        "acceptable_codecs": ["h264", "prores"],
        "acceptable_resolutions": ["1920x1080"],
        "min_bitrate_mbps": 6,
        "acceptable_frame_rates": ["23.976", "25", "29.97"],
        "frame_rate_type": "constant",
        "scan_type": "progressive",
        "audio_codec": ["pcm", "aac"],
        "audio_sampling_rate_hz": [48000],
        "audio_channels": "stereo",
        "audio_bit_depth": [16, 24],
        "audio_bitrate_kbps_min": 192,
        "audio_loudness_lufs": -23,
        "audio_loudness_tolerance_db": 2
      }
    }
  ]
}

Hulu-Compliant Format:

{
  "format_id": {
    "agent_url": "https://sales.example.com",
    "id": "video_30s_hulu"
  },
  "type": "video",
  "assets": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "required": true,
      "requirements": {
        "duration_seconds": 30,
        "acceptable_formats": ["mp4", "mov"],
        "acceptable_codecs": ["h264", "prores"],
        "acceptable_resolutions": ["1920x1080", "1280x720"],
        "min_bitrate_mbps": 10,
        "max_bitrate_mbps": 40,
        "max_file_size_mb": 10240,
        "acceptable_frame_rates": ["23.976", "24", "25", "29.97", "30"],
        "frame_rate_type": "constant",
        "scan_type": "progressive",
        "chroma_subsampling": ["4:2:0", "4:2:2"],
        "audio_codec": ["pcm", "aac"],
        "audio_sampling_rate_hz": [48000],
        "audio_channels": "stereo",
        "audio_bit_depth": [16, 24],
        "audio_bitrate_kbps_min": 192,
        "audio_bitrate_kbps_max": 256,
        "audio_loudness_lufs": -24,
        "audio_loudness_tolerance_db": 2
      }
    }
  ]
}

YouTube CTV Format:

{
  "format_id": {
    "agent_url": "https://sales.example.com",
    "id": "video_30s_youtube_ctv"
  },
  "type": "video",
  "assets": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "required": true,
      "requirements": {
        "duration_seconds": 30,
        "acceptable_formats": ["mp4"],
        "acceptable_codecs": ["h264"],
        "acceptable_resolutions": ["1920x1080", "1280x720"],
        "acceptable_frame_rates": ["24", "25", "30", "48", "50", "60"],
        "scan_type": "progressive",
        "moov_atom_position": "start",
        "audio_codec": ["aac"],
        "audio_sampling_rate_hz": [48000],
        "audio_channels": "stereo",
        "audio_bitrate_kbps_min": 128,
        "audio_loudness_lufs": -14
      }
    }
  ]
}

SSAI-Ready CTV Format

For server-side ad insertion (SSAI) compatibility, GOP structure is critical:

{
  "format_id": {
    "agent_url": "https://sales.example.com",
    "id": "video_30s_ssai"
  },
  "type": "video",
  "assets": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "required": true,
      "requirements": {
        "duration_seconds": 30,
        "acceptable_formats": ["mp4"],
        "acceptable_codecs": ["h264"],
        "acceptable_resolutions": ["1920x1080"],
        "min_bitrate_mbps": 15,
        "acceptable_frame_rates": ["29.97", "30"],
        "frame_rate_type": "constant",
        "scan_type": "progressive",
        "gop_interval_seconds_min": 1,
        "gop_interval_seconds_max": 2,
        "gop_type": "closed",
        "moov_atom_position": "start",
        "audio_required": true,
        "audio_codec": ["aac"],
        "audio_sampling_rate_hz": [48000],
        "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": [
    {
      "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": [
    {
      "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": [
    {
      "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, required for CTV
H.265/HEVC - Better compression, growing CTV support
ProRes - High quality mezzanine, accepted by premium CTV
VP8/VP9 - Open codec, web-focused
AV1 - Next-gen open codec, emerging support

Audio Codecs

AAC/AAC-LC - Standard for MP4, widely supported
HE-AAC - High-efficiency AAC for lower bitrates
PCM - Uncompressed, preferred by some CTV platforms
AC-3/E-AC-3 - Dolby Digital, used in broadcast

Container Formats

MP4 - Industry standard, required for most platforms
MOV - QuickTime format, accepted by premium CTV
WebM - Open format, web-focused

Video Bitrate Ranges

Premium CTV (mezzanine): 15-50 Mbps
Standard CTV: 6-15 Mbps
High Quality Web (1080p): 8-10 Mbps
Standard Quality (720p): 4-6 Mbps
Mobile Optimized (480p): 2-3 Mbps

Frame Rates

Film: 23.976 fps, 24 fps
PAL: 25 fps
NTSC: 29.97 fps, 30 fps
High frame rate: 48 fps, 50 fps, 60 fps

CTV platforms require constant frame rate (CFR). Variable frame rate (VFR) will be rejected.

Common Resolutions

16:9 Landscape:

1920x1080 (1080p Full HD) - Standard CTV
1280x720 (720p HD)
854x480 (480p SD)
3840x2160 (4K UHD) - Premium CTV

9:16 Portrait:

1080x1920 (Mobile vertical)

1:1 Square:

1080x1080 (Social video)

Scan Type

CTV universally requires progressive scan. Interlaced content will be rejected.

Color Space

Rec.709 - Standard for HD/SDR content (required by most CTV)
Rec.2020 - UHD/4K content
Rec.2100 - HDR content (HDR10, HLG)
sRGB - Web content

Chroma Subsampling

4:2:0 - Standard for delivery
4:2:2 - Broadcast/mezzanine quality

Video Bit Depth

8-bit - Standard SDR
10-bit - HDR and premium SDR
12-bit - Professional HDR

GOP Structure (SSAI Critical)

For server-side ad insertion compatibility:

Keyframe interval: 1-2 seconds
GOP type: Closed GOP required
moov atom: Must be at file start for progressive download

Audio Specifications

Sampling Rate

48 kHz - Required for CTV (Roku, Hulu, Snapchat mandate this)
44.1 kHz - CD quality, accepted by some platforms
96 kHz - High resolution, accepted but not required

Channel Configuration

Stereo (2 channels) - Required for CTV ads
Mono - Acceptable for some web/mobile
5.1/7.1 - Not supported for CTV ads

Audio Bit Depth

16-bit - Standard
24-bit - High quality, accepted by premium CTV

Audio Bitrate

CTV minimum: 192 kbps
Standard web: 128 kbps
High quality: 256 kbps

Loudness Standards

Different platforms normalize to different targets:

Platform	Target LUFS	Tolerance	Standard
Broadcast/CTV	-24 LUFS	±2 dB	ATSC A/85
Spotify	-16 LUFS	±1.5 dB	-
YouTube	-14 LUFS	-	-

True Peak: Should not exceed -1 to -2 dBFS to prevent clipping

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

Documentation

​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

​Standard CTV Video (30s)

​Platform-Specific CTV Examples

​SSAI-Ready CTV Format

​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

​Video Bitrate Ranges

​Frame Rates

​Common Resolutions

​Scan Type

​Color Space

​Chroma Subsampling

​Video Bit Depth

​GOP Structure (SSAI Critical)

​Audio Specifications

​Sampling Rate

​Channel Configuration

​Audio Bit Depth

​Audio Bitrate

​Loudness Standards

​Related Documentation