The most exciting developments on the frontier of digital video technology are not tied to a URL. They're about bundling an ad experience with a piece of content at the source and distributing it to any number of partners to push that content across the web (or off the web onto consumer electronics devices and the TV screen).

Why buy YouTube when you can buy a relevant piece of content across a dozen sites? This is a fundamental shift in the way we're used to buying digital media. The players involved in this content distribution revolution run the gamut from targeting services, video ad servers and widget aggregators, so be on the lookout with open minds and questions ready.