Videology adds viewability as a currency to ad platform


Details

Michelle Clancy

| 27 January 2016




Videology has announced that its platform will allow users to transact on viewability as a currency, defined as viewable CPM (vCPM).



Within the platform, clients will be able to plan, buy and execute against a guaranteed price for a guaranteed number of viewable impressions, as measured by third-party vendors Moat, DoubleVerify or Integral Ad Science.

The platform also will offer the flexibility of doing so using either the MRC Standard (50% of pixels on screen for at least two consecutive seconds) or an Extended Viewability Standard (100% of pixels on screen for at least 50% of the video duration, with audio on and the play initiated by a human).

"We take viewability extremely seriously at Accuen as we know that this is an area of ongoing concern for video advertisers and we are proud of our industry leading viewability rates in digital display," said Adam Pace, MD, Accuen UK. "The ability to buy guaranteed viewable impressions will ensure that our clients' budgets are being spent on ads that are actually being seen — which is clearly the baseline for effectiveness. It's a big step forward, and we applaud Videology for their ongoing work in ensuring quality within [online] video advertising."

"Quality is, and has always been, the hallmark of our platform. It's what allows us to dramatically and consistently outperform the industry in terms of brand lift metrics," said Scott Ferber, chairman and CEO, Videology. "We're ecstatic to be the first-to-market with a self-service platform that allows users to guarantee the delivery of viewable impressions at a fixed price as measured by third-party data. Deepening our partnerships with best-in-class providers to allow enhanced transaction capabilities on viewability is just another differentiator that allows us to deliver superior, guaranteed results to our clients."

The Platform users select viewability targets, pricing and measurement standards in the planning stage of a campaign, then it optimises and delivers against those targets with no manual adjustments required.