Adap.tv has launched Certified Viewability, a tool that ndependently verifies the viewability of video ads in real-time and blocks impressions that do not appear to the user.
According to comScore, 31 percent of ads are never viewed, either because they appear on a part of the page that is below the fold or because of deceptive or fraudulent practices.
Offered within the Adap.tv Platform, Certified Viewability uses proprietary technology to monitor where video ads appear, verifying the size of the video player and its position relative to the browser viewport.
“Until now, non-viewability has been a key issue holding back online advertising spend as advertisers are understandably nervous about paying for media that may not be seen,” explains Brian Fitzpatrick, managing director of Adap.tv Europe. “Adap.tv’s Certified Viewability addresses this problem because buyers are assured that every ad will be viewed by an individual. This much-needed standardisation builds trust within the industry and gives buyers confidence in the digital channel.”
“It’s a move welcomed equally by publishers. It is critical that we understand which video ads delivered on our sites are actually viewed by the intended audience. This type of data allows us to increase the value of our inventory and ultimately the value we bring to our advertising partners,” says Tom Bowman, VP Global; Strategy and Sales Operations, BBC Worldwide.
“Without question an ad that is never in view has zero value and Certified Viewability will have an impact on how we report back to our clients. The ability to drive higher engagement while subtracting out non-viewable ads demonstrates good campaign effectiveness and buying efficiency,” comments Dirk Fiebig, Operations Director EMEA, AMNET
Adap.tv Certified Viewability is in-process for accreditation by the Media Rating Council (MRC), the industry group that audits and accredits media measurement services.
Source: http://adap.tv/