Ad viewability co Meetrics has hired the Financial Times’ Steven Canfield – further testament to the increasing interest in the ad viewability issue, and follows their 7-figure financing round and MRC accreditation.
Meetrics,@Meetrics a company that maximises the viewability of online ads, has recruited The Financial Times’ Steven Canfield to drive sales of the company’s ad viewability solutions to agencies and publishers.
This extension of the UK sales team comes on the back of Meetrics’ recent seven-figure financing round to support international expansion and to strengthen the technical and operational teams at its Berlin HQ.
The financing was secured after Meetrics became the first European company to be granted accreditation by the US-based Media Rating Council (MRC) for both display and video ad viewability measurements.
Meetrics’ technology helps advertisers avoid wasting ad spend on sites with low ad viewability. It has shown about 40-60% of programmatic ads served are never visible.
“In the programmatic era, ad viewability has become a major issue and advertisers are demanding more accountability,” explains Joshi. “Consequently, we’re seeing greater demand in accredited tech solutions that help them avoid wasting a significant proportion of ad spend. Steve’s decade of experience in media sales across the FT, Incisive Media and IPC Media will help meet and grow this demand.”