Getting the advertising world to work together to adopt any new technology is a bit like herding cats, and the shift to HTML5 is no different. Even though switching to HTML5 is in everyone’s interests, if publishers make the move, advertisers then have to catch up, and vice versa. Here Sorosh Tavakoli, SVP Adtech at Ooyala, explains why publishers can’t afford to jump into HTML5 with both feet. He is joined by Scott Braley, who recently joined Ooyala as GM of Programmatic Advertising from OpenX. Braley discusses the power imbalance between the buy and the sell-side when it comes to programmatic trading. Filmed at Ooyala’s New York office.