Online video content has its followers, but a lot of what's followed depends solely on word of mouth, Twitter or Facebook mentions. Even in the places where original content video could be showcased--on ISP home pages, for example--it rarely is.

July 1 is the day the MRC's viewability standards for online video went into effect, which might have been a better story if it wasn't for news about two more major scams in which advertisers may have lost millions of dollars on ads that were never seen.