Brand.net and DoubleVerify Collaborate to Advance Industry 3MS Initiative
New York and San Francisco, Calif. – DoubleVerify and Brand.net, a Valassis (NYSE:VCI) Digital Company, have announced an exciting alliance in addressing viewable impression measurement. DoubleVerify, the worldwide leader in online media transparency, accountability and performance, and Brand.net, a leading provider of digital media solutions, have teamed up to bring a more efficient and effective targeting solution for online brands. The incorporation of DoubleVerify’s ad viewability product ViewAssure into Brand.net’s decisioning algorithm makes their targeting platform even more intelligent and drives increased performance for advertisers.
“We have integrated with DoubleVerify ViewAssure for every impression we serve enabling smarter buying and delivery decisions that use viewability to increase performance across our campaigns,” says John Farrar, President and General Manager, Brand.net. “The focus on ad viewability fits well into the Brand.net commitment of making sure every impression we serve reaches the target audience in a high quality environment. Our focus and digital platform are built to drive consumers into stores through efficiency, reach and engagement; this integration ensures we are doing this in the most accountable means possible.”
The DoubleVerify and Brand.net collaboration builds on the recent Interactive Advertising Bureau (IAB) 3MS “Making Measurement Make Sense” initiative which endorsed viewability as the future for digital campaign measurement. IAB’s 3MS is the leading organization as the display advertising industry moves to a universal viewable impressions standard coupled with audience measurements. Together, DoubleVerify and Brand.net are focused on demonstrating how DoubleVerify solutions for media sellers can be used to build a better industry for all and drive display advertising forward.
“Each online impression has one and only one opportunity to impact a consumer. DoubleVerify provides insights into the multiple dimensions of impression quality including viewability,” says Mark Pearlstein, SVP sales and marketing at DoubleVerify. “The integration of DoubleVerify’s ViewAssure solution into Brand.net ad server decision logic brings viewability data to a new level by enabling optimization at the user level, in near real-time, maximizing ROI for advertisers spend online. Today’s announcement strengthens Brand.net’s robust supply chain management capability as the market shifts to use viewability as a core KPI for online media campaigns.”
According to IAB guidelines, an ad must be at least 50% viewable on the screen for at least one second to be considered “viewed.” ViewAssure goes above and beyond these standards by measuring Brand Exposure Duration (BXD) in multiple increments of five seconds, allowing in-depth analysis of the entire impression life-cycle. ViewAssure is accredited by the Media Ratings Council (MRC).
DoubleVerify (www.doubleverify.com) is the world leader in online media transparency, accountability and effectiveness insights. MRC-accredited, it is the top choice of brand marketers, agencies, advertising networks, demand side platforms, exchanges and digital publishers looking to ensure quality advertising environments, campaign transparency and performance. DoubleVerify validates over 60 billion advertising impressions per month for hundreds of Fortune 500 brands, advertising networks and media platforms. DoubleVerify was conferred the World Economic Forum 2012 Technology Pioneer Award for being one of the most innovative stakeholders in the technology space. Headquartered in New York City, DoubleVerify’s investors include JMI Equity, Institutional Venture Partners, Blumberg Capital, First Round Capital and Genacast Ventures.
Brand.net, a Valassis Digital Company, uses the most precise targeting technology – delivering probability over possibility and action over exposure. Brand.net is Re-Imagining Reach™ for its global clients integrating offline and online data to provide the best targeted reach in the digital industry. With Brand.net advertisers are empowered to reach their target audiences at scale, across quality, high-impact display, video and mobile environments. Brand.net consistently achieves the campaign objectives that matter most to brand advertisers, proving success through online engagement, awareness and offline purchase.
Valassis (NYSE: VCI) is a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing Services, Inc. Valassis consumer brands include RedPlum® and save.com. Its signature Have You Seen Me?® program delivers hope to missing children and their families. To learn more, visit Valassis.com.