Online Video's Troubling Ad Equation: Less Transparency Means Lower Cost

In making online video buying decisions, marketers face the choice of spending more for video when they know where their ads are placed versus paying less when their ads are matched with videos through exchanges and video ad networks, says Vipin Mayar, Global Director of Performance Analytics for McCann Worldwide in this interview with Beet.TV.

Also in this interview, Mayar speaks about the “imbalance” between money spent on television versus online video and the challenges to the industry to make video advertising more accountable.

Mayar is the co-author of a new marketing book with eMarketer CEO Geoff Ramsey.  Here is our interview with Ramsey about the book and his take on the state of online video.

Andy Plesser

You can also find this post up at Beet.TV.

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