• by Wayne Friedman , Staff Writer, January 19, 2011

Standardization is obviously a big topic for marketers and agencies trying to buy online video, but the lack of standards also presents big headaches for publishers, too.

Speaking at MediaPost's OMMA Video conference in San Francisco on Wednesday, Kristine Shine, Chief Revenue Officer, PopSugar Media said, "I love the idea of standardizing (video ad) formats."

She noted that big marketers like Kraft, Unilever, and P&G, "every single one of them measures things a little differently," which means that PopSugar first has to understand how each client is measuring and then customize every single campaign that runs on its sites.

The result is "extraordinarily challenging," Shine said, adding, "some type of standardization is critical to give video the scale it needs to grow."