• by Erik Sass , Staff Writer @eriksass1, October 26, 2011

Online video advertisers and publishers like to tout the superiority of online video over traditional TV in terms of data, accountability, and targetability, but as the panelists on the "Upping the Video Ad Load" panel at OMMA Video point out -- they have to be able to deliver. And once you get beyond the rhetoric, online video data is still a confusing, chaotic mess, which isn't easily comparable between online video publishers, let alone with its rival TV.  Some kind of standardization is called for -- but at the same time, other speakers today warned that adopting a single metric, like iGRPs, risks papering over many of the special niche qualities and competitive advantages of online video platforms.  Some kind of compromise will be needed to grow the marketplace.