CTV & video · also called Secure Interactive Media Interface Definition
SIMID
SIMID (Secure Interactive Media Interface Definition) is an IAB Tech Lab standard for adding interactive elements to video ads, while leaving the video player in control of playback.
SIMID lets advertisers layer interactive features, such as clickable overlays, product carousels, polls and "learn more" buttons, on top of a video ad, without handing over control of the player as VPAID did. The player plays the video file described in VAST; the SIMID creative runs in a separate, sandboxed frame and communicates with the player through a defined messaging protocol.
That separation improves security and reliability: a slow or broken interactive layer does not stop the video from playing, and the player decides what the creative is allowed to do. It also works better with SSAI, because the video can be stitched server-side while the interactive layer runs on devices that support it.
SIMID is part of IAB Tech Lab's replacement for VPAID, with measurement handled separately by the Open Measurement SDK. Adoption has been gradual, especially on CTV platforms, where interactivity with a remote control is limited, but it underpins many shoppable and interactive video formats.
Think of it like this
SIMID is like adding a clear touchscreen overlay to a TV screen: you can tap on things, but the TV keeps playing the programme regardless.
An example
A cosmetics brand runs a 15-second video in a mobile app with a SIMID overlay showing three lipstick shades; tapping a shade opens the product page while the video continues.
Related terms
VPAID
VPAID (Video Player-Ad Interface Definition) is an older IAB standard letting interactive ad code run inside video players, now deprecated in favour of SIMID and OM SDK.
VAST
VAST (Video Ad Serving Template) is the IAB Tech Lab standard XML format that tells a video player which ad to play, where to fetch it and which tracking events to report.
Open Measurement SDK (OM SDK)
The Open Measurement SDK (OM SDK) is an IAB Tech Lab standard toolkit that lets verification vendors measure viewability and invalid traffic inside apps and other environments through one shared integration.
Shoppable ads
Shoppable ads are ads that let people browse or buy the featured products directly, or with one tap or QR scan, instead of only showing the product and linking elsewhere.
Rich media
Rich media ads are interactive or animated ads, such as expanding banners, video-in-banner, games or carousels, that invite user engagement beyond a static image or simple click.
Sources: IAB Tech Lab SIMID, IAB Tech Lab VAST