Tremor claims first with real-time viewability optimisation


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Joseph O'Halloran

| 23 March 2016




Premium online video marketplace provider Tremor Video is partnering with digital media quantifying agency Integral Ad Science to offer real-time video viewability optimisation.



The move will see Tremor’s buying platform being the first of its kind to integrate Integral’s Quality Engine for Video for the use of real-time viewability optimisation and will also see Tremor offering advanced bidding through its buyer platform, as well as integrating Integral’s reporting capabilities within the Tremor dashboard.

In addition, the partnership will enable Tremor Video to optimise online video campaigns with MRC-accredited metrics powered by Integral Ad Science, including ad viewability by the MRC definition of a viewable impression. While others take a pre-bid or post-buy approach to viewability optimisation, Tremor Video’s buyer platform evaluates each impression in real time for smarter decision-making and top performance.

“We’re proud to add Integral Ad Science to our roster of integrated viewability measurement partners for our real-time viewability optimisation solution,” said Mark Kalus, VP of product, Tremor Video. “Our unique VPAID-to-VPAID integration allows our buyer platform to make more informed decisions by collecting viewability event data along with other data available within the video session at the time of the ad appearing. The approach allows for extremely granular optimisation models, creating more opportunities to find the best placements to accomplish our clients’ viewability goals.”

“Video ads must be viewable to make an impact, and this initiative highlights Tremor Video’s commitment to transparency in the industry,” added Harmon Lyons, VP of business development, Integral Ad Science. “We’re excited to help Tremor Video and their advertisers make real-time video optimisations.”