The IAB Video Multiple Ad Playlist (VMAP) specification is an XML template that video content owners can use to describe the structure for ad inventory insertion when they don’t control the video player or the content distribution outlet.
In order to effectively monetize video content with in-stream insertion advertising, video content owners must carefully manage the structure and use of ad inventory opportunities available within their content. When the content owner controls the content distribution outlet, the content owner can easily manage ad placement within the content they play. However, when the video content airs in a video player that they do not control (such as when the content is syndicated using a video aggregation service), managing ad placement becomes complicated.