Participants in Starcom's online video consortium, The Pool, are learning about the types of standardization, platforms, and ad formats that will augment the flow of dollars into the online video business, said Mark Marvel, senior director of video at, during a recent interview with Beet.TV.

Marvel is one of the hosts of the Beet.TV Online Video Roundtable on June 22.

The kind of standards that The Pool is helping to develop will likely shepherd more TV ad dollars into online video, Marvel said.  MSNBC has been one of the early participants in The Pool, founded in 2008 by Starcom MediaVest.

The consortium to develop standards and best practices for online video also includes CBS Interactive, Hulu, All State, Capital One, and others, including tech players Vindico and Panache. Those players in particular are helping to ensure a consistent back-end measurement and optimization across various ad formats, Marvel said.

Daisy Whitney, Senior Producer