MediaPost's P.J. Bednarski dissects some of the issues within the online video advertising industry.
He writes, "As the year nears a close, streaming video keeps making strides -- and so does streaming advertising. It would be nice to say consumers and advertisers are perfectly at home in their new location, but that would be wrong. For one, advertisers still have no idea if many of the ads they paid were actually ever seen, or even had a chance to be seen. This is the kind of problem people in the business talk a lot about among themselves, with a lot of wink-winking because at some point, all those wasted views are meaningful kinds of fraud. I don’t know how 'viewability' became the word to describe the problem, when lack of viewability is really what’s going on."