Recently, Jason Burke wrote a piece entitled "The Limitations of Video Ad Exchanges," where he discussed the benefits and challenges inherent to buying and selling in a bidded marketplace. A knotty topic, indeed; a commenter responding to Jason's piece asked, "How is buying from video exchange... [different] than display exchange buying? Challenges in one that [don't] exist in the other?" Great questions!

The terms online video advertising and online video marketing, like the broader terms advertising and marketing themselves, are often used interchangeably. But there are differences between the two.