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Technical Glitches Cost Media Firms in Lost Video Ads

For many media firms, the allure of video content is the promise of high revenue video ads. But as the amount of video expands, websites are running up against a costly problem: Technical glitches are causing videos to run without the ads meant to accompany them.

The result can be the loss of significant ad revenue, several media executives said.

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Brightcove vice president of marketing Mike Green said the company has worked to shore up the video ad serving on desktop, but the growth in mobile has been a significant challenge, beset by all the different devices and video streams.

“For mobile, it’s still a wild west,” Mr. Green said.

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Joe Lonsdale
Joe Lonsdale
Founding Partner, Eight
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
Tina Sharkey
Tina Sharkey
CEO, Brandless
Jonah Peretti
Jonah Peretti
CEO, Buzzfeed
Adam D'Angelo
Adam D'Angelo
CEO, Quora
Brit Morin
Brit Morin
Founder & CEO, Brit + CO
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Dustin Moskovitz
Co-Founder, Asana
Christina Miller
Christina Miller
President & General Manager, Turner
Max Levchin
Max Levchin
CEO, Affirm
Adam Mosseri
Adam Mosseri
Director of Product, Facebook
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Alex Mather
The Athletic
Martha Josephson
Martha Josephson
Partner, Egon Zehnder
James Murdoch
James Murdoch
Co-Chief Operating Officer, 21st Century Fox
Andrew Kortina
Andrew Kortina
Founder, Venmo
Ben Chestnut
Ben Chestnut
Co-Founder & CEO, Mailchimp
Ruchi Sanghvi
Ruchi Sanghvi
VP Operations, Dropbox
Having an expensive ad go unserved is “not like having broccoli spoiled; that’s like having steak spoiled.”