CANNES, France — To reach its full potential, video advertising still needs to cross several hurdles surrounding viewability, measurement and cross-screen viewing, says Scot McLernon, Chief Revenue Officer for video advertising company YuMe, in an interview with Beet.TV.

“We have a lot of advertisers that have tried video, and advertisers that want to get into video that think we need get our act together a little bit [as an industry] in terms of bringing together fragmentation and measurement and viewability,” he says. “When we do that the floodgates will open.” Along those lines, YuMe struck a deal this week with analytics firm Moat to offer viewability measurement for brand advertisers

McLernon likens the digital video market to the display market in 2000 or 2001 with video is at a similar tipping point. eMarketer said in a just-released report that online video ads will generate about $4.45 billion this year, a 26.4% growth rate.

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