Yahoo adds viewability measurement to digital properties

DetailsMichelle Clancy | 05 June 2015

Yahoo has added independent viewability and fraud measurement for display and video advertising on its properties, as well as media purchased across its programmatic buying platform.

In the complex world of digital advertising, there is growing demand from marketers to have greater transparency into ad viewability and traffic fraud. They also want control over how it is measured to allow them to better compare performance across publishers and ensure appropriate return on advertising spend, brand safety and ad effectiveness.

It has created an open environment where advertisers can choose from accredited, third-party measurement solutions from comScore, DoubleVerify, Integral Ad Science and Moat, among others, to independently validate for viewability and fraud across display and video across the campaign lifecycle.

"This is a significant milestone for the digital advertising industry, as no other large premium digital publisher provides open, third-party measurement across its platform. We're excited to bring these capabilities to market," said Dennis Buchheim, VP product management at Yahoo.