Google Video Ads and Viewability

In Adage: A pointer to the fact that Google is providing more services to indicate how well ads on Youtube are playing.   I recall hearing of another example where they were tracking Ad play and providing new kinds of analytics, such as viewablility, linked to user activity.  This will allow further tuning of video messages.   Consider too, that video is a new kind of unstructured, interactive and streaming data presenting a challenge to Big Data Analytics.