Content security, advertising and tracking — these are all things that HTML5 video lags behind Adobe’s Flash. For most publishers, lack of support for any or all of these capabilities can be a deal breaker — which is why many have chosen to tread lightly or stay away from HTML5 video implementations altogether, despite the fact that HTML5 is the only way to get video on Apple’s iPhone or iPad. Because Flash has been used for years as the de facto standard for video publishing on the web, an ecosystem of tools has sprung up for reporting and analytics, monetization and content security. As a nascent web standard, HTML5 video still lacks the same kind of toolset that is available to Flash publishers for years. But some startups — like mDialog — are emerging to help video publishers tackle these problems. mDialog got its start in building video apps for iPhone publishers, but since the iPad uses the same formatting for video publishing, it was able to extend that expertise to those that want to publish on the new Apple tablet. As a result, mDialog’s HTML5 player already offers advertising support and reporting features for iPad publishers — and was one of the first companies to do so. Now the startup is extending its tool set to include content security.