What is SIMID?
SIMID (Secure Interactive Media Interface Definition) is an IAB Tech Lab standard for interactive video ads that leaves the media file under the player's control and runs the interactive layer separately in its own iframe. It takes over the interactivity role VPAID used to play. In OpenRTB, a player signals support with API framework values 8 (SIMID 1.0) and 9 (SIMID 1.1) in Video.api.
Also called: Secure Interactive Media Interface Definition, SIMID 1.1, interactive video.
How it works
Under VPAID, the ad itself was executable code that controlled playback, which made it slow, hard to measure, and unusable on many CTV and server-side stitched players. SIMID splits the two jobs. The player plays the video file from the VAST response, and the interactive creative, referenced in VAST 4.x through an interactive creative file with SIMID as its API framework, runs in an iframe and talks to the player through a message protocol.
In OpenRTB, a seller lists 8 or 9 in Video.api when its player can host a SIMID creative, and a bidder returning one declares it in Bid.apis. If the api list lacks SIMID, the bidder should return a plain linear creative, because the spec treats any framework that is not listed as unsupported.
Pitfalls: declaring SIMID on players that only handle plain VAST; returning a SIMID creative with no fallback media file; and treating SIMID as a measurement standard. Verification belongs to Open Measurement (API framework 7), which a SIMID ad can use alongside its interactive layer.
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Related terms
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