New offering boosts buyer confidence with independent verification
London – Adap.tv introduced Certified Viewability – an industry-first feature that independently verifies the viewability of video ads in real-time and blocks impressions that do not appear to the user.
According to comScore®, 31 percent of ads are never viewed, either because they appear on a part of the page that is below the fold or because of deceptive or fraudulent practices. The result is the loss of hundreds of millions of dollars annually for advertisers and ad agencies.
Offered within the Adap.tv Platform, Certified Viewability remedies this issue by utilising a proprietary technology to monitor where video ads appear, verifying the size of the video player and its position relative to the browser viewport. It enables buyers to then specify whether they want to target viewable-only impressions, before the first ad request is sent. For publishers, it is a powerful sales tool that provides an opportunity to improve the value and performance of their inventory with added data and ultimately, gain buyer confidence.
“Until now, non-viewability has been a key issue holding back online advertising spend as advertisers are understandably nervous about paying for media that may not be seen,” explains Brian Fitzpatrick, managing director of Adap.tv Europe. “Adap.tv’s Certified Viewability addresses this problem because buyers are assured that every ad will be viewed by an individual. This much-needed standardisation builds trust within the industry and gives buyers confidence in the digital channel.”
“It’s a move welcomed equally by publishers. It is critical that we understand which video ads delivered on our sites are actually viewed by the intended audience. This type of data allows us to increase the value of our inventory and ultimately the value we bring to our advertising partners,” says Tom Bowman, VP Global; Strategy and Sales Operations, BBC Worldwide
“Without question an ad that is never in view has zero value and Certified Viewability will have an impact on how we report back to our clients. The ability to drive higher engagement while subtracting out non-viewable ads demonstrates good campaign effectiveness and buying efficiency,” comments Dirk Fiebig, Operations Director EMEA, AMNET
Adap.tv Certified Viewability is in-process for accreditation by the Media Rating Council (MRC), the industry group that audits and accredits media measurement services.
Adap.tv is the video advertising platform of choice for the world’s largest brands, agencies, publishers and ad networks. A unified, programmatic platform that provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, Adap.tv is transforming the way video advertising is bought and sold. Named by US Inc. Magazine as the nation’s fastest-growing video advertising company in its “Inc 500” 2012 annual ranking on private companies, Adap.tv also earned “Fastest-Growing Private Company in Silicon Valley” honours by the editors of the Silicon Valley/ San Jose Business Journal. Headquartered in San Mateo, Calif., Adap.tv has offices in New York, Los Angeles, Chicago, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/ and follow Adap.tv on Twitter @Adaptv.