Virool prices the format on cost per view, meaning the player must be at least 50% in-view for a minimum of three seconds, in its own sales efforts with publishers like Yahoo Sports and Prometheus Global Media.
Although its relationship with Rubicon is not intended to replace its own direct publisher deals, Virool’s director of publisher development, Sonja Kristiansen, said that Rubicon has more scale, which will help increase sell-in for the format.
“One of the things I see advertisers and publishers equally embracing and agreeing on, is [the need] for a video unit that incorporates viewability and mobile,” she said. “We’re seeing advertisers get as equally excited on our demand side, and those two parties can have really divergent goals.”
Other large exchanges and programmatic marketplaces are also striking deals to beef up mobile video supply. Index Exchange, for instance, partnered with video platform Unruly to tap its supply of mobile in-feed formats, and PubMatic created a private marketplace with Coull for in-stream video overlays.
Rubicon will first price InLine formats on a CPM basis, which a majority of publishers are accustomed to with standard pre-roll, “but if we find pricing models shift, we can absolutely price more on CPV or another alternative,” Smith said.
Viewability is one of the catalysts underpinning this push to engagement-based pricing.
“It’s clear there are still some issues with measurement and standardization,” Smith said. “We had expected there would be more change by now, since it’s 2015, but realistically it may [take until the end of the year or early next] before we have a full understanding of what the buyer wants to use and that we’re all on the same page with metrics."