SIMID (Secure Interactive Media Interface Definition) is the IAB Tech Lab standard for interactive ad experiences in CTV and video. It replaces VPAID — which had serious security and reliability problems — with a sandboxed architecture where the ad creative runs in an isolated iframe and communicates with the video player via a secure message-passing API.
SIMID enables overlays, QR codes, remote-triggered choices, and second-screen sync. The player stays in control of playback; the creative cannot override or manipulate it.
SIMID vs VPAID
VPAID creatives ran inside the player with full JavaScript access — a security risk and a CTV reliability disaster (VPAID was never designed for TV apps). SIMID isolates the creative completely. The player decides how to respond to the creative's requests, not the other way around.
India availability
As of 2026, JioHotstar and SonyLIV support SIMID QR code overlays on smart TV for direct-deal campaigns. Open programmatic SIMID is not yet available in India. Minimum campaign budgets for SIMID campaigns typically start at ₹10–25L.