For good or for bad, when the internet was born it was touted as the "most measurable medium." Over the years, ad servers, agencies, advertisers, and publishers have all mostly solidified around a handful of core metrics. However, the success of online video has brought new attention to the question: "Should we simply use internet measurements for video, or is video different enough that we need to consider other measurement models?" As the video market matures, what are the metrics of the future? How do these reflect on the past, both of the internet and TV? And how will better measurement change the buying and selling process? Moderator: Jon Gibs, VP, Media Analytics, Nielsen Online; Presenters: Justin Eckhouse, Senior Product Manager, CNET, Jayant Kadambi, CEO, YuMe, Micah Gelman, Assistant Executive Producer, Online Video, Associated Press, Herb Scannell, CEO, Co-Founder, Next New Networks