Two months after the Media Ratings Council (MRC) green-lighted viewable impressions as a viable metric for transacting display ads, real-time bidding platform AppNexus has acquired French viewability vendor Alenty for an undisclosed sum.
The deal closed Monday, AppNexus confirmed to AdExchanger.
Paris-based Alenty was founded in 2007 by CEO Laurent Nicolas and CTO Nicolas Thomas. It claims to have been the first company to measure in-view impressions. Since then, its niche has been flooded with competitors, including comScore, Google, C3 Metrics, DoubleVerify and Integral Ad Science. In all, 11 viewability vendors have been accredited by the MRC.
But the technology has been legally contentious. In 2012 comScore sued three of its rivals – DoubleVerify, Integral Ad Science and Moat – for infringement of its intellectual property around viewability. The last of those lawsuits was settled in late 2013.