DoubleClick is announcing the release of DART Motif for In-Stream, a publisher solution for measuring and managing video ad serving from any format, any player.

Fully integrated with DART for publishers, the suite of solutions will help publishers track extensive metrics such as mutes, restarts and average view times as well as standard metrics such as impressions, clicks and conversions. All in-stream reporting is IAB compliant.

To address the needs of traditional TV media buyers, the system also includes integrated support of Ad-ID codes, the recognized standards for video content management developed by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA).

"The popularity of video is exploding and publishers need a reliable system for trafficking, targeting, forecasting and reporting on this valuable inventory," says Ari Paparo, vice president of rich media at DoubleClick.

The package suite also includes video enhancement tools to create more engaging experiences, such as telescoping, which lets users learn more about a product or service by displaying a long-form version of the video ad at the user's request, or Shadow ads, which create additional inventory by showing a roadblocked creative directly below the video when it is playing.

"This is not a simple pre-roll solution," Paparo told iMedia. "It gives publishing clients the ability to move the medium forward."

Which is a strategic goal of DoubleClick's-- being the leader in this forward momentum. In June, DoubleClick purchased Klipmart, a recognized leader in the online video space for this very purpose.

Recently, eMarketer announced that online video advertising is expected to reach $2.35 billion this year.

Last week, Atlas announced the release of its Atlas In-Stream Video product for serving online advertising.