If we can all agree that advertisers need to shift their budgets from TV to online – because that’s where their audiences have gone to engage – what’s the hold up?

Until today, there were two main options for online video ads.

Both have limitations. The first option is pre-roll, which must be placed on pre-existing video content and which inventory is limited. The other option available to advertisers is the oft-maligned in-banner video ad, which is often pushed into display inventory slots.

Pre-roll requires placement on pre-existing video content that also suffers from the same limited supply challenge in comparison to overall demand. Plus, viewers have essentially been trained to countdown a few seconds and then skip the ad (with some people telling me “these are the longest 15 seconds of my morning”).

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