Underscoring the urgent need for advertising standards in the online video business, the Interactive Advertising Bureau is launching its first effort this week to develop best practices for ads in TV shows on the Web. The IAB effort centers on "long-form" Web programs, including full episodes of TV shows that run online such as ABC's "Grey's Anatomy" or Fox's "House.”
At its initial meeting this week, the IAB's digital video committee will tackle issues surrounding best practices for the number and placement of ads in online TV shows, said Jeremy Fain, VP of industry services at the IAB.
"Digital video has seen probably the biggest explosion of innovation over the last few years, and that has also led to some confusion in the marketplace," he said. "With long-form there has not been a lot of discussion on best practices when it comes to ads.”