Meskauskas: Rich Media and Standardization Biggest Industry Issues

Underscore Marketing Chief Strategic Officer Jim Meskauskas says his biggest frustration is the lack of standardization among publishers when it comes to creative units. That said, he's a fan of the various forms of rich media and uses it for almost every one of his clients. Meskauskas also chimes in on the difficulties of Terms and Conditions, AOL's dramatic and positive shift in sales service and yet the surprisingly bad form displayed by many other publishers. Looking to the immediate future, Meskauskas, when asked to reveal some upcoming industry developments, hints of some insider information saying, "A publisher, or publishers, will successfully monetize audience-based media currency, finally connecting advertising with people instead of just impressions."