question: Why do the advertisements before videos play perfectly fine while the actual video buffers/bad quality/refuses to play?
comment: The ads fit in a single buffer and are supplied from the ad server. Everyone gets the same 20 ads in an area, so the local server cache always has them loaded.
passages: BULLET::::- Advertising Problems: Advertising problems can be resolved if they are quickly dealt with. Some problems, however, can be subtle and if the carryover effect exists, the company may not even be aware of the problem until it is too late to fix it. If positive results are delayed, so are issues with advertising strategy that could otherwise be repaired. This leaves very little room for mistakes.
   Section::::Types.:Technical targeting.
  
  Technical targeting is associated with the user's own software or hardware status. The advertisement is altered depending on the user's available network bandwidth, for example if a user is on their mobile phone that has limited connection, the ad delivery system will display a version of the ad that is smaller for a faster data transfer rate.
   Because users have different operating systems, web browsers and computer hardware (including mobile devices and different screen sizes), online ads may appear to users differently from how the advertiser intended, or the ads may not display properly at all. A 2012 comScore study revealed that, on average, 31% of ads were not "in-view" when rendered, meaning they never had an opportunity to be seen. Rich media ads create even greater compatibility problems, as some developers may use competing (and exclusive) software to render the ads (see e.g. Comparison of HTML 5 and Flash).
   Video advertising
  
  Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet.
  
  The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are "cut-down" to be a shorter version than their TV counterparts if they are run online.
   In July 2008, VideoEgg announced several new capabilities to their ad network. These include offering advertisers increased ad features and functionalities, such as:
  
  BULLET::::- Real-time RSS feeds to continually update the ad experience
  
  BULLET::::- Zip code-specific messaging
  
  BULLET::::- Rich multi-video ad experience to increase user interactivity
  
  BULLET::::- Merchandising multiple items in a single real-time ad experience
  
  BULLET::::- Viral capabilities to help spread the message through virtually any communication or social channel
   If the advertisement is for running-account credit, the advertiser should assume a credit limit of £1,200 unless it is known that the credit limit will be less than £1,200.
  
  Section::::How it should appear.
  
  According to the BIS, the "representative example" “must be clear and concise and presented together”. In addition, the representative example must be the most prominent component of the information. 
  
  In simple terms, the "representative example":
  
  BULLET::::- Must contain certain standard information including a representative APR
  
  BULLET::::- Must be clear and concise
  
  BULLET::::- Must be more prominent than the information that triggered the inclusion
   AdSense for video allows publishers with video content (e.g., video hosting websites) to generate revenue using ad placements from Google's extensive advertising network. The publisher is able to decide what type of ads are shown with their video inventory. Formats available include linear video ads (pre-roll or post-roll), overlay ads that display AdSense text and display ads over the video content, and the TrueView format. Publishers can also display companion ads - display ads that run alongside video content outside the player. AdSense for video is for publishers running video content within a player and not for YouTube publishers.
   BULLET::::1. Video advertising - This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time. Online Video Advertising usually consists of three types: Pre-Roll advertisements which play before the video is watched, Mid-Roll advertisements which play during the video, or Post-Roll advertisements which play after the video is watched. Post-roll advertisements were shown to have better brand recognition in relation to the other types, where-as "ad-context congruity/incongruity plays an important role in reinforcing ad memorability". Due to selective attention from viewers, there is the likelihood that the message may not be received. The main advantage of video advertising is that it disrupts the viewing experience of the video and therefore there is a difficulty in attempting to avoid them. How a consumer interacts with online video advertising can come down to three stages: Pre attention, attention, and behavioural decision. These online advertisements give the brand/business options and choices. These consist of length, position, adjacent video content which all directly affect the effectiveness of the produced advertisement time, therefore manipulating these variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition. This type of advertising, due to its nature of interruption of the viewer, it is likely that the consumer may feel as if their experience is being interrupted or invaded, creating negative perception of the brand. These advertisements are also available to be shared by the viewers, adding to the attractiveness of this platform. Sharing these videos can be equated to the online version of word by mouth marketing, extending number of people reached. Sharing videos creates six different outcomes: these being "pleasure, affection, inclusion, escape, relaxation, and control". As well, videos that have entertainment value are more likely to be shared, yet pleasure is the strongest motivator to pass videos on. Creating a ‘viral’ trend from mass amount of a brands advertisement can maximize the outcome of an online video advert whether it be positive or a negative outcome.
   Some malvertisements can infect a vulnerable computer even if the user never clicks on the (normal-appearing) advertisement.
  
  Section::::History.
  
  2007/2008: The first recorded sighting of malvertising was back in late 2007 / early 2008. This threat was based on a vulnerability in "Adobe Flash" (something that has continued to this day – see later) and affected a number of platforms including, "MySpace", "Excite" and "Rhapsody".
   BULLET::::- Save bandwidth (and by extension, money)
  
  BULLET::::- Better user experience
  
  BULLET::::- Some ads cover the text making it partly illegible, making the site unusable
  
  BULLET::::- Less cluttered pages
  
  BULLET::::- Faster page loading times
  
  BULLET::::- Fewer distractions
  
  BULLET::::- Accessibility reasons
  
  BULLET::::- Animations in some ads are distracting to the point of making the site unusable
  
  BULLET::::- The motion in some ads is nauseating for some users
  
  BULLET::::- Save battery on mobile devices or laptops
  
  BULLET::::- Prevent undesirable websites from making ad revenue out of the user's visit
   Section::::Advertising lag: decay effect.
   BULLET::::- Restarting—The ad follows much the same narrative as the American ad, with the only major difference being that after Mac has left to get someone from IT, PC awakens and wonders where everyone has gone.
  
  BULLET::::- Stuffed—This ad contains no significant changes from the American version.
  
  BULLET::::- Trust Mac—The ad follows the same narrative as the American version, but at the end, PC yells out that there is nobody present but two Macs having fun.
   Online advertising exists in a variety of forms, including web banners, pictures, animations, embedded audio and video, text, or pop-up windows, and can employ audio and video autoplay. All browsers offer some ways to remove or alter advertisements: either by targeting technologies that are used to deliver ads (such as embedded content delivered through browser plug-ins or via HTML5), targeting URLs that are the source of ads, or targeting behaviors characteristic to ads (such as the use of HTML5 autoplay of both audio and video).
  
  Section::::Reasons for blocking ads.
   Furthermore, advertisers may encounter legal problems if legally required information doesn't actually display to users, even if that failure is due to technological heterogeneity. In the United States, the FTC has released a set of guidelines indicating that it's the advertisers' responsibility to ensure the ads display any required disclosures or disclaimers, irrespective of the users' technology.
  
  Section::::Concerns.:Technological variations.:Ad blocking.
   Programmatic is not without its drawbacks however as without the appropriate management adverts can appear against unsavoury content or inappropriate news topics. This issue became front-page news in Feb 2017 when advertisers on YouTube were found to be showing on terror group websites and fake news sites. As a result, a number of major advertisers paused all of their online advertising until they could put the appropriate measures in place to prevent this occurring again.
   Buffer’s team uses multiple platforms for marketing, including blogs, emails and the social media websites Facebook, Instagram, Twitter, and YouTube. Their marketing team works remotely from 6 time zones and includes their community team. 
  
  Section::::Controversy.
   BULLET::::- Because the JavaScript is sent to the Web browser when the page is requested, it is possible for other website owners to copy the JavaScript code into their own webpages. To protect against this type of fraud, AdSense publishers can specify the pages on which advertisements should be shown. AdSense then ignores clicks from pages other than those specified. (see Click fraud for more information).
  
  Section::::Reception.
   Internet providers, especially mobile operators, frequently offer proxies designed to reduce network traffic. Even when not targeted specifically at ad filtering, these proxy-based arrangements will block many types of advertisements that are too large or bandwidth-consuming, or that are otherwise deemed unsuited for the specific internet connection or target device. Many internet operators block some form of advertisements while at the same time injecting their own ads promoting their services and specials.
  
  Section::::Economic consequences for online business.
   BULLET::::- Linear video ads - the ads are presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program.
  
  BULLET::::- Non-linear video ads - the ads run concurrently with the video content so the users see the ad while viewing the content.
  
  BULLET::::- Companion ads - commonly text, display ads, rich media, or skins that wrap around the video experience.
  
  Section::::See also.
  
  BULLET::::- Adsense
  
  BULLET::::- Innovid
  
  BULLET::::- TubeMogul, Inc.
  
  BULLET::::- BrightRoll
  
  BULLET::::- Mixpo
  
  BULLET::::- YuMe
   Advantages:
  
  BULLET::::- Advertisers buy heavier weight than competitors for a relatively shorter period of time
  
  BULLET::::- Little waste, since advertising concentrates on the best purchasing cycle period
  
  BULLET::::- Series of commercials appear as a unified campaign on different media vehicles
  
  BULLET::::- Pulsing
   Section::::Ad content restrictions.:Third-party consumer technical support.
   Videos streamed using traditional formats such as progressive download and RTSP have a common challenge; any given video must be encoded at a specific target bitrate (e.g., 500 kbps) – and that is the bitrate regardless of the access network over which it is delivered.
  
  If the chosen target bitrate is too high, the video will not be delivered smoothly over lower-speed networks and there will be slow start times and re-buffering throughout the video. Even on fast networks like LTE 4G, slow start times and re-buffering will occur during times of congestion or high network utilization.
   The trick of effective ads is to make them less like banner ads. Native ads are ads that are delivered within the online feed content. For example, short video ads played between episodes of a series, text ads in social feeds, graphics ads within mobile apps. The idea is the ads are designed as a part of general experiences in order to not move the user away from his task. Native ads are better in gaining attention and engagement than traditional ads. In an experiment conducted by infolinks, integrated native ads were seen 47% faster than banner ads and these areas had 451% more fixations than banner ads. Also, time spent by a user was 4000% more, which leads to better recall. Native ads are consumed the same way as the web content. Viewability can be defined as a measure of whether an ad is visible on a site. Location and placement of an ad affect the viewability. Native advertisements have better viewability because they are better integrated with the website and have useful formats for customers. That’s one of the reasons why in-image ads have gained popularity. They are generally found in prime locations laid on top of website images which make them highly visible.
   Debuted in 2016, these ads show the beginning portion of a 45–90-second ad before a blue screen disclaimer appears telling the viewers that the ad is being fast forward to the end portion so that they can get to their video faster. If an extended version of the ad or just the regular 15-second ad is shown on sites like YouTube, the viewer is usually welcome to skip the ad when 5 seconds have been used.
   During early 2005, TiVo began test marketing "pop-up" advertisements to select subscribers, to explore it as an alternative source of revenue. The idea was that as users fast-forward through certain commercials of TiVo advertisers, they would also see a static image ad more suitable and effective than the broken video stream.
  