This document discusses the lack of transparency in online video advertising and proposes solutions. It notes that most TV ad budgets are spent on online video ads but there are risks of incomplete execution. Projects show ads being delivered in unintended ways. It recommends advertisers ask questions about ad verification and brokering. The document introduces the TLM100, an independent ratings system for online video inventory to provide pre-buy transparency. It conducted a poll that found advertisers support transparency to build confidence and move investments. Next steps are discussed for the WFA to provide more research and guidance on contract transparency.