Sacerdoti pointed out that a quarter of BrightRoll's business is traded based on OCR. "If you would have told me two years ago that so much of our business would be reliant on that metric, I wouldn't have believed it," he told Hasker. "I'm surprised by that."
While Sacerdoti vouched for the usefulness of OCR for the video ad network, he did express some frustration that the metric is not ready for mobile.
"Adding data providers in mobile is a big issue," Hasker said. "We measure mobile in all kinds of different ways. You'll see us move and make progress before the end of this year."
He also said the perceived lack of progress in adding more publisher and vendor data to OCR and XCR products boils down to caution.
"We do want to add other data providers to make the product more robust," Hasker said. "We've been slow to do that because of our hard-won Media Ratings Council accreditation, so we want to be thoughtful. I don't want to add a data provider and wake up and see that things have gotten messy. But I would expect you would see more data providers added by the end of the year."