Ad tech company Videology has released what it claims to be an “industry first” solution to allow advertisers to pay for campaigns based on viewability.
The question of viewability has vexed the media industry for years, with advertisers demanding changes to the definition of what constitutes a ‘viewable’ ad. Now the video ad platform promises to allow users to transact on viewability as a currency, defined as ‘viewable CPM’ (vCPM).
Videology claims clients will be able to plan, buy and execute against a guaranteed price for a guaranteed number of viewable impressions, with measurement offered by third-party vendors like Moat, DoubleVerify and or Integral Ad Science.
Advertisers will also be able to transact based on both MRC and Extended Viewability Standards, depending on their preferences.
“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 of 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.”
One of Videology’s clients, Omnicom Group trading desk Accuen, has given the scheme its approval.
“We take viewability extremely serious 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, managing director of 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 video advertising.”
