IAB to Standardize Web Video

The Internet Advertising Bureau is developing a standard metric to use
for measuring web video, reports TVWeek.

The move comes as the agency seeks to provide a common currency for a
format that, to date, features a hodgepodge of different players
trying a plethora of different marketing options. The conversation
comes amid a flurry of claims by major distribution outlets of how
many hundreds of thousands of streams they've delivered. It also comes
as more and more monetization plans pop up, seemingly every day.

Standardized methods of determining audience figures could help tap
even deeper into advertising budgets. Online video is already expected
to garner $1.31 billion in ad revenue this year, a number that is
likely to go no other direction than up in the near term.

One point of contention when it comes to counting streams is that a
longer TV show delivered online may be broken into four or five
seperate streams to make for more efficient delivery. But that boosts
the number of streams a network can claim it's delivered, which some
see as artificial since, theoretically, only one viewer is being
served.
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