He says that the very meaning of a "view" or "impression" is interpreted differently. This lack of standards is inhibiting growth of the online video industry.
He says that his boss, WPP Chairman Sir Martin Sorrell would like to shift more client money to online video, but the industry is not yet ready.
The IAB also says that more accurate standards need to be developed around online video. Please see our interview with the IAB's video head Steve Sullivan who addresses this topic on Beet.TV
Kantar Video, which was created last year, is preparing to launch its video analytics product.
Editor's Note: Our apologies for the quality of the audio on this clip.