Video Viewability Standards Aren’t Fit for Purpose for OTT says IAS’ Astbury

There aren’t really any industry standards for over-the-top (OTT) measurement at the moment says Integral Ad Science’s director of business development Paul Astbury. As players across the industry work together to formulate these new standards, they need to account for OTT’s specific nuances and not just carry over existing standards says Astbury, with video viewability standards probably not being appropriate for OTT. In this interview Astbury also discusses how brands view OTT, and what they want out of OTT measurement. Filmed at New Video Frontiers 2018 in London.