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»video viewability

VPAID May Improve Video Measurement, But Gaps Remain In Mobile And OTT

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... Continue reading »
by Kelly Liyakasa // August 21st, 2017 //
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Kellogg’s Studies How Video Viewability Impacts Sales

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... Continue reading »
by Kelly Liyakasa // March 21st, 2017 //
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IGN Publisher Ziff Davis Rewrites Its Video Playbook

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 –... Continue reading »
by Kelly Liyakasa // March 7th, 2017 //
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AppNexus Aims To Create A ‘Better Video Internet’ With Free Video Viewability Tool

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... Continue reading »
by Allison Schiff // June 2nd, 2016 //
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Integral Ad Science Unveils Pre-Bid Video Segments To Boost Viewability By The ‘Threshold’

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... Continue reading »
by Kelly Liyakasa // March 10th, 2016 //
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TubeMogul To Issue Automatic Refunds For ‘Nonhuman’ Video Traffic

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... Continue reading »
by Kelly Liyakasa // February 26th, 2016 //
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Videology Diversifies Viewable Video Delivery Options

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... Continue reading »
by Kelly Liyakasa // January 26th, 2016 //
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News Corp Bets On Digital Video With Acquisition Of Unruly

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... Continue reading »
by Liz Rowley // September 16th, 2015 //
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IAB Takes Over Open Video View Initiative, The ‘Standard Before The MRC Standard’

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... Continue reading »
by Kelly Liyakasa // June 8th, 2015 //
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Genesis Media Teams Up With Moat To Push More Viewable Video Impressions

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... Continue reading »
by Kelly Liyakasa // June 2nd, 2015 //
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