With Twitter following in Facebook’s wake with its recent launch of autoplaying video, autoplay has taken the crown as online media’s hot new fad. In fact, using autoplay results in significantly more impressions and, correspondingly, increased ad revenue. It’s easy to see why it’s becoming so popular with publishers and platforms, especially at a time when adblocking software is becoming widely adopted. However, autoplay may be better in theory than in practice. Jeroen "JW" Wijering, Co-founder of JW Player, discusses the longer term ramifications of uniformly adopting autoplay across platforms and the legitimacy of online video advertising.