Alfred Ruth 
One of the major problems with most existing platforms for in-stream video ads is that the ads aren’t really accountable.
Because of the technical architecture (where the ads are served within a video player built in Flash or Silverlight) it’s not as straight forward as with regular display ads to actually track the impressions back to the customer/agency adservers or other external platforms. It’s simply not that easy to execute html/javascript from within Flash.
In that perspective it’s a major leap that we now have enabled external tracking in our platform.
No longer does our end customers (the advertisers/agencies) solely have to depend on the data the publisher reports back to them. And since we have our plugin implemented right into the video player, every ad impression is counted when it has happened, regardless of if it’s tracked internally or externally.
Forget complex definitions of how late in the server side adserving process the impression should be recorded. We go all the way, logging the impressions as they happen client side.
The same goes for the other 15 types of interactions we measure on our ads. More on that another day.
Do you have anything to add?