Why ad tech needs to wake up before Facebook and Snapchat own vertical video

Premium publishers are finally tailoring their videos to match the way people actually consume media on their phones – vertically. However, vertical ad formats are still lagging behind.
The Washington Post is not only creating video news stories and documentaries optimized for vertical viewing, it has also launched its own vertical video player. But those vertical videos are still preceded by standard “letter box” ads, unattractively shrunken to fit their mobile video player.
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Snapchat last summer introduced its 3V (as in “Vertical Video Views”) ad product as a way to let advertisers access its 100 million-plus active monthly users. Snapchat delivers more than 7 billion video views daily, and most of those are vertical.
http://digiday.com/sponsored/dashbidsbl-005-762-why-ad-tech-needs-to-wake-up-before-facebook-and-snapchat-own-vertical-video/