While most of the online video ecosystem is fine, "there is a dark side," where some companies artificially increase view rates, while others place inventory in unwanted locations, says Toby Gabriner, President of Adap.tv.
Gabriner says that these problems parallel some of the earlier issues with display advertising. He expects it will be worked out.
A recent article by Mike Shields in Digiday, titled the "Wild West of Video Ads," reported on the underbelly of online video advertising. The article has been widely discussed in the industry and Gabriner comments on it in this video.
Adap.tv provides an online video reporting platform which is used by publishers, brands and advertisers. The company provides comprehensive services to Horizon Media.