As a gamut of third-party vendors rises up to qualify the true consumption of ad inventory for buyers and publishers, if you thought one would emerge as a victorious standard – think again.

“I can’t just rely on a publisher or a verification vendor – it has to be a blended approach in order to go to market,” says ZenithOptimedia operations director and SVP Allen Singer.

“It’s not going to be ‘flip a switch and then that problem goes way’. Not any (single one) of these technology vendors are going to pick off everything – that’s always going to be an issue that impacts our workflow.”

We spoke with him at the Beet.TV Video Ad Fraud Leadership Summit where he was a panelist, interviewed by Ashley J. Swartz, founder and CEO of Furious Minds.