Google may still have issues to overcome with its in-stream video test, including the lack of standards with video players

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(Continued) The RFS Newsletter, May 26, 2007. Page 4
"My assumption about the test is its going to be targeted like the click-to-play video ads that appear on sites with video. Google, like everybody else, is trying to figure out the right and scaleable way to address the problem of what works in this advertising space," said Sacerdoti. Despite Google's large size, assets and very successful track record using AdSense, Sacerdoti believes the company may still have difficult issues to overcome with its in-stream video test, including the lack of standards with video players.

Sacerdoti was quick to add that current Google AdSense customers will see the greatest benefits from the test. He said "they tend to thrive in the environment when they have 100 percent control of how the ads are delivered, and they tend not to thrive in environments where there is a lack of standards.

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