The Interactive Advertising Bureau is jumping into the debate on how best to measure the online video audience. It’s not that they don’t know how many streams are being watched. But when they break down a show into different streams (so they can insert ads) and then start doing cross sales with television, things start to get messy. If you have one show and stream it all at once, that’s “one stream.” But if you cut it into four segments, suddenly you put out “four streams” and “quadrupled” your audience. You can see the problem. The IAB is going to develop guidelines in the hope that it can standardize this mess. (via paidcontent)
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