video viewability

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Running video ads can be carbon intensive – and expensive. That’s why LATAM Airlines, Latin America’s largest airline, partnered with SeenThis, which has streaming technology to speed up video ad delivery.

Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital […]

Kellogg’s has teamed up with Nielsen Catalina Solutions (NCS), Moat and Yahoo’s BrightRoll to measure how factors in video advertising like “time in view” and “audibility” affect purchases. For each set of exposures Kellogg’s bought using BrightRoll, Moat provided metrics around player size, time spent and whether the video’s sound was on or off. Nielsen […]

Outstream video is one way publishers can bypass the pre-roll shortage, but the format doesn’t always fly for pubs with heavy ad-blocking audiences. Ziff Davis, the publisher of tech, gaming and lifestyle properties like PCMag, IGN and AskMen, found that certain titles – IGN audiences in particular, which amasses a cult following among gamers – […]

After a late start, AppNexus is continuing to double down on video. The company launched a closed beta for video viewability measurement and reporting across its platform on Tuesday. The plan is to move into open beta by the end of Q2. The announcement comes a little less than three months after AppNexus took the […]

Integral Ad Science on Thursday rolled out pre-bid viewable segments for video that will let advertisers target against different viewability thresholds. MediaMath is the first demand-side platform (DSP) to adopt Integral’s new pre-bid segments. Rather than bidding based on historical data, Integral’s pre-bid viewability segments help marketers fine-tune their bids before the fact. So instead of […]

Video platform TubeMogul sees itself as a bastion for brand advertisers and, beginning in April, it’s putting its money where its mouth is. The company will roll out a Non-Human Traffic Credit Program, an automatic make good on all video impressions it buys on the open exchange that have been identified as fake or fraudulent. In […]

Myriad vendors are setting minimum thresholds that meet Media Rating Council (MRC) guidelines for viewability, but video ad platform Videology on Tuesday said it is the first to guarantee delivery of video ads (at least on a self-serve basis), based on both the MRC standard and GroupM’s “extended viewability” standard. Videology clients can now plan and […]

In a move that illustrates the fast-growing importance of programmatic video, News Corp. will acquire UK-based Unruly for $90 million, the companies revealed Wednesday. News Corp. will pay as much as $86 million more for Unruly’s social video advertising platform, contingent on meeting certain performance goals. The deal gives News Corp. access to Unruly’s data […]

A year before the Media Rating Council (MRC) released its baseline definition of video ad viewability (at least 50% in-view for two consecutive seconds), a group of video vendors and agencies had formed their own initiative dubbed Open Video View (OpenVV). Founding consortium member TubeMogul, along with Innovid, BrightRoll, SpotXchange and LiveRail, developed standards in […]

Genesis Media is the latest to dish up video ad impressions guaranteed on viewability, the company revealed Tuesday. Genesis Media’s new cost-per-viewable-impression, enabled through a partnership with Moat, accounts for the Media Rating Council’s standard for video viewability (50% of a player be in-view for two consecutive seconds) and an additional Genesis guarantee that ads […]

In the first quarter, TubeMogul’s self-serve software, called Platform Direct, accounted for 78% – or $55.3 million – of total advertiser spend running through the company. The video demand-side platform (DSP) has worked to migrate managed services clients onto its platform, which could garner the recurring revenue and customer-retention rates characteristic of enterprise software deployments. Agencies accounted for 37% of Q1 spend on […]

Just over half (54%) of all video ads across the web are viewable compared to YouTube’s 91% average viewability rate, according to a Google report released Friday. It’s not surprising Google is releasing video viewability figures, given its investment in TrueView formats for brand advertisers, which are sold on a cost-per-view basis. Google claims it […]

The only certainties in life are death, taxes and multiple definitions of “viewability.” The Media Rating Council (MRC) defines a video ad as viewable if half of that ad is in-view for a minimum of two consecutive seconds, but others, like media agency GroupM, are demanding all pixels be in-view with the sound on for at least 50% […]

Ad verifier Integral Ad Science has acquired video analytics startup Veenome in a deal the two companies claim will kick video measurement up a notch. Veenome’s product premise is that advertisers should know the context of the video content around their placement, not simply that they hit their demo targets. Advertisers undoubtedly want to know […]

Video demand-side platform TubeMogul plans to offer richer viewability tools, more automation around the TV buying process and – wait for it – the ability to purchase display inventory this year. In an outline of 2015 company initiatives shared with AdExchanger, included was TubeMogul’s plan launch a programmatic display offering for brands. CEO Brett Wilson emphasized […]

Hear that? It’s the sound of Google quietly mentioning that it plans to report on audibility for video ads at some point later this year. The audibility reference was buried as a footnote toward the end of a larger update on Google’s intention to roll out viewability reporting across all of its ad platforms, including […]

The promise of “always in-view” ad formats sounds like panacea, but Parisian video supply-side platform Teads, which merged with European video platform Ebuzzing in the spring, is aggressively expanding into the US to tackle that very issue in video. The merged companies, which as of Monday will take the name Teads, had $100 million in revenue […]

On Monday, the Media Rating Council’s (MRC) advisory to avoid buying in-browser video impressions on the basis of viewability will end. Although the MRC defines in-browser video viewability as an ad that is at least 50% in view for at least two continuous seconds, there’s little agreement in the industry on what, exactly, constitutes video […]