The IAB must make platform independent video standards to grow online video and let the audience watch with any device.

More on the "what constitutes a view" topic...

I'm hearing now that some execs are honing in on view-throughs as their metric of choice. It's essentially a weighted average of how much of the video people actually watched.

So if a video is just awful, it may have say a 5% view-through, meaning that on average, most people stopped watching 5% into the video. A more popular vid might have a 50 or 60% view-through, which is considered strong.

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I would personally like to see more of the 15 second ad format, not just for TV shows, but also as a medium rectangle (300x250) in page ad for sites such as TV Week.

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