The Open Video View consortium aims to establish standards for online ad viewability before lingering doubts about ad effectiveness damage sales. TubeMogul, BrightRoll, Innovid, SpotXchange and LiveRail, as well as the IAB, ANA, and the 4A's, are participating in the development of open-source code available to all players. "It's definitely coming up a lot. It's not as bad as display, but I think when it comes to video that lives in the wild, more clients are wondering," said TubeMogul CEO Brett Wilson about video ad viewability.
Published in Brief: