Get started with Video Ads

Blue Billywig supports two types of video advertising: Instream and Outstream. Both rely on a VAST tag: a URL provided by your ad server that the player uses to fetch and display an ad. This article helps you choose the right approach and points you to the next steps.

1.0 | Instream vs Outstream

1.1 | Instream

Instream ads play within a video player, alongside existing video content. They can run before the content (pre-roll), during it (mid-roll), or after it (post-roll). Use instream ads when you have video content and want to monetize the viewing experience.

Instream Ad Example (Preroll)

1.2 | Outstream

Outstream ads play outside of video content: typically embedded in an article or editorial page. No existing video content is required. You can use the expand/collapse setting to make the ad expand into view as the reader scrolls past it, and let it close when the ad is finished. Use outstream ads when you want to monetize a page that has no video player of its own.

Outstream Ad Example

Once the outstream ad is finished playing, the ad will “collapse” and hide itself. To replay, simply refresh the page.

2.0 | What you need before you start

Regardless of which type you use, you will need:

• A VAST tag URL. The VAST tag is the URL the player uses to request an ad. You can retrieve it from:
  • Your ad server (such as Google Ad Manager, Xandr, Pubmatic, or another demand partner) or;
  • Blue Billywig’s own VAST Service.
• Access to the Ad Services section in the Blue Billywig OVP.

3.0 | Getting started with Instream

Instream ads are configured in two stages: first you define what ad plays and when, then you attach that configuration to a playout.

There are two ways to set this up:

3.1 | Ad Schedules (recommended for most setups)

Ad schedules are the simplest approach. You create a schedule with one or more ad breaks (pre-roll, mid-roll, post-roll), add your VAST tag, and attach the schedule to a playout. All clips in that playout will follow the same schedule. This is the only way to configure mid-roll ads.

3.2 | Ad Units with Line Items

Ad units with line items offer more granular control, for example: per-clip targeting, device-specific ads, frequency capping via the Blue Billywig VAST Service, or complex waterfall chains. This approach requires more setup.

3.3 | Next steps for Instream:

• Get started with Instream Ads: choose your configuration approach.
• Ad Schedules: create a schedule and attach it to a playout.
• Ad Units: Instream General Settings: configure an ad unit (line items approach).

4.0 | Getting started with Outstream

Outstream ads are configured as an Ad Unit: a self-contained slot that includes your VAST tag and all display settings. Once configured, you embed the Outstream player on your page.

4.1 | Next steps for Outstream:

• Get started with Outstream Ads: create your first Outstream Ad Unit.
• Ad Units: Outstream General Settings: configure display and behaviour settings.
• Embedding the Outstream Player: place the player on your page.

5.0 | Line Item Settings and Macros

Both Instream ad units and Outstream ad units share the same Line Item Settings and support the use of Macros.

Line items define the VAST URL, targeting conditions, and playback behaviour for a specific ad unit. Macros are placeholders in the VAST URL (such as [url], [playerwidth], or [consent_string]) that the player replaces with real values at the moment an ad is requested. They are used to pass context to your ad server dynamically.

• Ad Units: Line Item Settings
• Macros

6.0 | Advanced topics

• Header Bidding (Prebid): Run a client-side auction among multiple demand partners before sending a VAST request. See Auctions.
• VAST Service: Blue Billywig’s own VAST proxy, which adds features such as frequency capping, device targeting, and waterfall management on top of your existing VAST tags. See VAST Service Guide.
• Google Ad Manager for Outstream: Configure GAM to serve ads into the Blue Billywig Outstream player. See Google Ad Manager Setup for Outstream.