Integral believes it has a competitive advantage in terms of scale to solve some of these performance questions. It expanded its partnership with Nielsen last fall, for example, to offer demographic-based viewability measurement across an array of publishers using Nielsen’s Ad Ratings.
In order to predict the probability of whether an ad has the ability to be seen or not, you need to look at a fairly sizable swath of inventory.
Consider a viewability product like Google’s Active View. Despite its lens into domain- and URL-level impressions across AdSense/AdX inventory, in contrast Integral claims it can make predictions at the placement level across publishers (and not necessarily within Google’s own walled garden).
“Google can launch their own segments, but they’re not going to work with MediaMath or Turn’s segments,” Hahn said. “We’ve brought standardized segments into market that [would work consistently] for an agency who might use one DSP for one client and another for another advertiser.”
One challenge was amassing a large enough volume of quality segments given the scarcity of premium placements in video and unique publisher attributes. For instance, some publishers support various specs such as VAST 2.0 on up to VAST 4.0, HTML5/Flash and custom player sizes.
Integral’s acquisition last year of video media quality solution Veenome helped set the foundation for its new video pre-bid segments.
“What we’ll see evolving with the offering will be an introduction of segments that are more specific to Veenome (now Integral Quality Metrics),” Hahn said, including the ability to ensure ads are targeted in-player vs. in-banner, target ads that may have one or multiple video players on a page or high-definition/low-definition attributes.
Video viewability (and viewability in general) is in the early stages, but Hahn predicts more dynamic pricing in programmatic auctions down the pike that will reflect in bid price the probability you’ll reach consumers in a high viewability “bracket” or certain time spent.
“Over time we will see a resetting of the supply and demand curve,” he added, “that will move in favor of ads that are seen longer and that have more levels of engagement with a specific user segment.”