We don’t know what kind of legal wrangling it takes to get dozens upon dozens of “leading interactive companies” to comply with a set of in-stream video advertisement format guidelines, but suffice to say that so many parties have signed on to the Internet Advertising Bureau’s list of protocols.
The IAB has been working to simplify and increase efficiency in the online advertising space, specifically for marketing via the medium of Web video, for some time now, and it has effectively secured agreements with companies big and small, from ABC.com to CBS Interactive to CNET Networks to AOL to Fox Interactive Media (owner of MySpace, which is listed separately among compliant entities) to Microsoft to NBC Universal to Yahoo Inc and DoubleClick (now owned by Google). So far, 44 of 145 IAB member companies in the business of either creating or delivering digital video advertising have pledged to adhere to the set guidelines.