The Interactive Advertising Bureau is addressing a problem that's plagued tech-centric industries since the first Mac-vs.-DOS argument: standardization. The problem has become acute for Web video, an industry enjoying meteoric growth, and the growing pains that come with that growth. So the IAB is trying to make delivering video ads a whole lot simpler.
Indeed, as more video is consumed in more places on the Web, it's that much harder to buy—since every publisher seems to use different technology and employ various tactics for delivering Web video ads.
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