Optimize inventory and capture more buyers’ budgets with Viewability Targeting
Viewability has been one of the most discussed digital advertising topics of 2015. Making viewable ads the standard currency that advertisers and publishers transact on seems like a mission everyone could theoretically agree on. Advertisers throughout history have paid to have their ads displayed, whether we are talking about billboards or TV, but we all also know that the end goal is for them to be seen. If an ad has 0% chance of being seen, why should an advertiser pay for it?
In a world where viewability was a standard currency, advertisers would benefit from knowing that their ads are being seen and premium publishers would benefit as eliminating non-viewable ads would reduce the supply of ad inventory and thus raise the amount advertisers are willing to pay for a more scarce resource.
We’d like to get the industry closer to that world, which is why we are excited to announce a new SpotX Publisher Platform feature, Viewability Targeting! With transparency as one of our core values, we’ve always tried to get out in front of the issue, including co-founding the Open Video Viewability initiative that was taken over by the IAB’s Tech Lab earlier this year. We’ve also partnered with Moat, a leading attention measurement platform, to measure viewability and performance metrics across inventory sold through our Platform.
Our new Viewability Targeting technology empowers our Platform customers to optimize their inventory to meet the viewability demands of buyers. Using a proprietary algorithm, we’ll predict viewability performance for inventory on a granular basis using Moat’s recent historical data. Publishers can rely on this predictive performance metric to set a minimum viewability target for new or existing campaigns. After a threshold is set, impressions will only serve on opportunities where the predicted viewability is at or above the set minimum viewability target.
Viewability is a complex issue and a difficult one to tackle. While there is no silver bullet, were excited to be part of the solution. By putting this robust technology in the hands of our publishers, we’re helping advertisers get their ads seen and allowing publishers to optimize their inventory and capture more buyers’ budgets as a result.
Leah White, Senior Manager, Product Marketing