SIMID separates interactive ad creative from video delivery for publishers

IAB Tech Lab's SIMID standard offers a more focused way to integrate interactive ads, keeping interactive creative distinct from media delivery. Under this model, VAST carries the media and interactive resources, SIMID handles interaction, and Open Measurement covers measurement and verification. Publishers must confirm that specific players and configurations support the intended interaction, since a SIMID resource in a VAST tag does not guarantee support. Teams are advised to build a compatibility matrix recording destinations, player versions, input methods, and fallback behavior, with explicit approval of how unsupported inventory will be handled.