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A video ad platform (VAP) helps publishers manage the advertising that appears in their online video, marketed as software as a service. Ad serving technologies are commonly used for managing web banner ads, but are especially designed to manage ads displayed in online video players, such as the widely used pre-roll and overlay format ads. VAP services can include but are not limited to:
- Ad serving
- Ad measurement
- Ad network management
- Yield optimization
- Inventory forecasting
- Ad format and frequency controls
Online video advertising platforms increased in popularity and revenue by 2011.