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Challenge Description

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3rd party ad serving not always supportedMany publishers with In-Stream video ad products do not support third party ad serving into their video players at this time.

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Video ad length effectiveness not well understoodSince the majority of ads are repurposed television :15 and :30’s, there has been limited opportunity to research and experiment with different ad lengths online. Different serving environments may need different ad lengths to be most effective.

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Reporting discrepanciesThere can be reporting discrepancies between 3rd party ad servers, publishers, and 3rd party video vendors making the billing and recon-ciliation process sometimes confusing for media buyers.

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Online buying not similar to TV buyingWhile TV buys typically consist of placing :30 or :60 spots in a uniform environment, online buys require a broad understanding of multiple ad experiences, different video integrations on websites/portals, net-work differentiation and a more engaged, one-to-one user relation-ship.

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Many different video ad products availableMedia buyers have expressed confusion over the plethora of formats available in different video consumption experiences, including differ-ences such as features, video sizes, etc.

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Different video player technologiesThere is no standard technology to serve and enable video content or advertising. Current player technologies include Adobe Flash, Windows Media Player, Quicktime, and RealPlayer.

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Attribution of metrics and viewersBecause of networks and ad platforms’ distributed nature, there is debate within the industry on how best to attribute a viewer from a reporting perspective. For instance, if a video is shown on a website through a network feed, does the website get attributed the viewer or the network or both?