SpotX partners with Moat


Details

Michelle Clancy

| 22 October 2015





Video inventory management platform SpotX, has partnered with independent ad analytics company Moat to measure viewability and performance metrics across inventory sold through its platform.


The partnership adds additional insights to help SpotX platform customers optimise their inventory, target their campaigns, and meet the viewability demands of buyers, which are rapidly increasing.

"As quarter three of 2015 got underway, we noticed an immediate shift in buying behaviour, with many brands and agencies tightening the screws on viewability requirements," said Kelly McMahon, vice president of demand at SpotX. "Our partnership with Moat will allow publishers to optimise inventory to meet evolving buyer expectations, and help the market improve inventory performance."

SpotX deploys Moat's analytics, along with data from other vendors, as part of its Infrastructure and analytics service to give customers insights to verify campaign delivery, brand safety and viewability. Using the analytics suite, publishers will be able to set specific viewability targets across devices for the campaigns they traffic on behalf of buyers, making SpotX the first video platform to offer this type of check-box feature for viewability available directly from an ad server.

This feature will allow publishers to negotiate and sell against specific viewability percentages with their buyers. Publishers will now have this targeting functionality within campaign management under targeting refinements.

An algorithm developed by SpotX will use Moat's historical viewability data to predict the viewability score for ad placements, and select those that are most likely to match the viewability threshold selected, whether that be 70% or 100%, for example.

"With an increased focus by brands on digital video, Moat's technology will help provide transparency into the performance of SpotX's premium video supply," said Jonah Goodhart, CEO of Moat. "Being 'always-on' and fully integrated into SpotX's platform will enable Moat to seamlessly scale across a massive amount of video inventory. With Moat's Video Analytics, including metrics beyond viewability, SpotX customers will be able to optimise toward where users are paying the most attention to their videos."

He added: "While the IAB's current ceiling of 70% guides buyer KPIs, we anticipate that buyer expectations will inch towards 100% in-view guarantees. We are confident that the tools and transparency offered on SpotX's platform will empower suppliers to meet the heightened expectations."