YuMe partners with Moat for viewability measurement
Digital video advertising specialist YuMe has added a partner for its ad visibility product: Moat, a brand intelligence and analytics company.
Moat will provide video viewability measurement for YuMe's brand advertisers, when third-party verification is requested.
Delivering viewable impressions is the first step in effective brand advertising, so YuMe pioneered a proprietary viewability solution beginning in 2011. The partnership builds on that foundation.
"Today's digital ecosystem requires both a proactive and reactive solution for video viewability," said Bryan Everett, EVP of business development and sales operations at YuMe. "Building on our long-standing focus on video viewability, this partnership with Moat verifies that our technology is indeed working and will provide the assurance our clients are looking for."
The announcement comes in advance of the upcoming Media Rating Council's (MRC) advisory lift on upholding viewability standards is similar to audience guarantees, where advertisers require confirmation that their ads were delivered as contracted. Third-party viewability verification demonstrates and ensures that the ads had a reasonable opportunity to be viewed – maximising value and solidifying ROI for the advertiser.
"Video viewability has emerged as a vital industry standard, so it's critical to select a partner that can provide accurate and actionable metrics," said Everett. "We support the MRC's efforts to identify technologies, like Moat, that are able to provide salient measurement."
Jonah Goodhart, CEO and co-founder of Moat added: "YuMe has been at the forefront of innovation in the video industry – our partnership solidifies our joint commitment to raising the standards in digital brand advertising. We are excited to offer YuMe clients the ability to measure viewability and related advanced brand metrics on their campaigns."