The Interactive Advertising Bureau says in a new report that achieving 100% viewability is "currently unreasonable" but recommends "that in this year of transition, measured impressions be held to a 70% viewability threshold." Right now, industry estimates are that only 30%-40% of ads are viewable, and it's a huge industry black eye.

According to a new study by Hub Research, the explosion of choice -- and the devices that make it easier to be choosy -- have led to a "significant unmet need: an easier way to discover shows across platforms."

In a collaboration between the Lincoln Motor Company and Vimeo comes the "Live In Your Moment," video project, a collection of short films that sort of feature the Lincoln MKC, but not too much. My questions are: So why are they there? Who would watch them? Why?

Anew PwC report notes ominous declines among younger would-be subscribers to cable and big leaps in the number of people buying Netflix or Amazon Prime, from all ages. The funny thing: This same study finds overwhelmingly, that viewers feel overwhelmed by all that content.

A new report from Parks Associates contends that 25% of consumers under the age of 34 believe that online video is just as good as pay TV. But it also warns that with great growth must come ever greater content -- and that's not going to be easy to pull off.

For several quarters in a row, Ooyala and other companies have been reporting growth--ridiculously large increases-in online video viewership or other up-worthy stats. Ooyala is doing that again this morning, the numbers are growing at such a absurdly fast clip, all around the world.

YouTube is trying to sweeten the pot for the formidable bunch of young stars it's created. According to 'The Wall Street Journal,' YouTube is now offering bonuses to keep them from bolting for Facebook and the yet-to-start site Vessel being planned by former Hulu chief Jason Kilar.

The founder and COO of Wywy envisions a year ahead in which second screen and OTT viewing, and all the rest, begin to come together with consumers and gets measured in a way advertisers and publishers can deal with.

When you get past the formidable YouTube and Hulu, the ad-supported online video world gets down to earnest but smaller players like Popcornflix, which has a big presence on Roku, and coming soon to other devices. As the streaming device industry really revs up, it may be time for ad supported video to have an expanded presence.

It tops Unruly's list of the most shared video ad of 2014, announced this morning as its Video Sharing Awards were celebrated via a Twitter special (#VSAs). The Activia ad had 5.8 million shares worldwide, ahead of ads for Samsung (4.3 million shares) and Nike (3.8 million).