A crucial step in establishing digital video as a viable medium for advertisers, is for publishers  such as Google, AOL, Yahoo and MSN, to be operational compliant, explains Ritu Trivedi, Managing Director of the Digital Marketplace at MediaVest U.S., a media buying unit of the Publicis Groupe, in this interview with Beet.TV

The adoption of these tools including Visible Measures tags, comScore vCE, vpaid compliant have been  widely adopted by the major players.  Now, the industry has reached a “watershed,” she says.

Trevidi lead a comprehensive agreement with Google, which was announced in October.

We spoke with her at the Beet.TV executive retreat in Vieques, Puerto Rico.

Separately, YouTube has just announced a program to keep YouTube views “authentic.”