Outstream video (native video or in-read video, take your pick) has become an easy way for publishers to generate video ad revenue without actually having video content, but not without challenges.

The number of premium publishers utilizing this ad format has grown exponentially over the last two years and has become a go-to video strategy for creating more available video inventory to sell. And it’s selling more and more. The IABUK reports that the unit now accounts for 43% of all video ad spend.

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