• by Wayne Friedman , Staff Writer, July 18, 2011

Traditional marketers still like the idea of standardization when it comes to digital video. But standards may not be for everyone.

"There is a problem with scale," says Kat Chung, supervisor of digital for Initiative, when it comes from different video formats for certain marketers.

Jason Krebs, senior vp/chief media officer of Tremor Video, says for some TV sellers might say, "Thank goodness there isn't a 33-second spot or a 28 second spot."

Krebs believe standardization will evolve -- but there should be no rush. "Standardization is overblown in a lot of ways."

Brian Mandelbaum, vp of platform development for AdoTube, says standardization of video isn't such a good idea. "Publishers want more formats," he says, all this to stand out against competitors and other messaging.

"It will evolve, " says Amy Richards, chief marketing officer of TubeMogul. "It's not our place to say what are the best ad units."