The Internet ad industry needs standards for digital video in general before it develops standards specifically for connected TVs, Randall Rothenberg, President and CEO of the Interactive Advertising Bureau, tells Beet.TV in this interview.

But ultimately, the goal with digital video standards is for them to be device agnostic, he says in this video interview. He explains that IAB’s VAST and VPAID standards are relevant to connected TVs because so much of the viewing on a connected TV is of Web content. Web-based digital video in connected environments would benefit from standards, but creative standards are vital too, he adds. IAB is working on that with its Rising Stars formats and expects to announce winners in that format competition later this year, he says.

We spoke with Rothenberg at the IAB’s Manhattan offices where online video technology provider Videology hosted an industry event on advertising and connected TVs.

Daisy Whitney