SIMID was born from the desire to support interactive ads in a safe and secure environment for publishers and also to enable better cross-platform support by supporting mobile, SSAI and OTT devices. A main tenet of SIMID is the separation of the interactive layer from the media asset – both being delivered by VAST 4.x. This clear separation allows publisher players to be in control of their streams and enables use cases such as server-side ad insertion (SSAI), as well as live streaming.