• by Mark Walsh  @markfwal, April 5, 2013

Asked during the Q&A session whether cost-per-completed view could become a key metric for online video, panelists indicated any “cost-per” model eventually gets backed into a CPM as the standard for media-buying. Carat’s Wolff said the agency doesn’t care about completions, valuing more the initial exposure. Tremor’s Randy Kilgore noted that with pre-roll ads, a lot of people watch all the way through just to get to the content, limiting the value of completions as the basis of payment. “It’s a good metric, but not 'the’ metric,” he said.