It is critical that online advertisers independently track the efficacy of the billions being spent on Internet advertising, according to Anthony Rushton, co-founder of Telemetry.

Commenting on the release of figures that reveal that the value of online advertising broke the £4 billion barrier in 2010, Rushton pointed out that the main sector of growth was online video advertising, which nearly doubled to a spend of £54 million.

“That is a phenomenal increase, but there is undoubtedly room for more. Video is the way forward,” said Rushton, whose company, Telemetry, offers Internet video ad delivery and independent auditing.

Rushton said there was an explosion of online video advertising waiting to happen, as soon as the “big spenders” among advertisers increased their confidence in the medium.

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