The emphasis on TV-like buying digital video using gross ratings points by several portals, is having a big impact on theway media dollars are being spent, says analyst Ashley Swartz in her regular commentary on Beet.TV

She cites a number of recent trends including the use of purchase of premium video as a "make good" when television ratings fail to reach a pre-agreed audience number.

She also talks about the growing impact of real-time buying of video.