So, sometimes, stating the obvious, or reiterating the obvious is good practice. For example, Brian Morrissey, in an article titled “Real-Time, The Web’s New Prime Time” says that feedback loops are good, and even better, if the feedback is fast, or in “real-time” it’s even better. Hmm. I guess I could be sarcastic at this point, but I won’t.

I will, however, state that being able to change and alter ads (including video) to run A/B tests, to customise to the user watching and make incremental alterations to the advert while the ad campaign is running will by definition provide better results. We are still not seeing the industry take heavy advantage of this in video, which we attribute to the fact that video is a very nascent.

- Jayant Kadambi