You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Video Advertising Needs to Dump Impressions and Move to 'Cost Per View' Video That People Choose to Watch Should Be Treated Differently Than Those Forced on Them By Brett Wilson and Baljeet Singh, Published on March 01, 2011 6 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.