Addresses rising trend of non-viewable ads in programmatic era and aims to encourage brands to shift more spend from TV
Digital advertising company, Exponential Interactive, @exponentialinc has entered into a global partnership with analytics firm Moat to address the issue of ads not being seen, by only charging advertisers for ads that are viewable according to the IAB definition*.
“Viewability is one of the biggest issues facing marketers today as an ad that does not have the opportunity to be seen has very little value.” said Jonah Goodhart, Moat’s Co-Founder and CEO. “Working with Exponential will help drive a much needed shift to a world where viewable-impressions are the basic standard.”
“Offering 100% viewability goes way beyond the IAB US’ recommendation that an advertiser should pay for all campaign impressions as long as just 70% are deemed viewable,” said Doug Conely, Exponential’s chief strategy officer. “Video is playing a massive role in consumer engagement, thus offering 100% viewability through an adaptable pricing model will help encourage more brands to shift spend from TV to online video.”
*For in-stream videos, 50% of pixels must be in view for 2 continuous seconds. For display ads, 50% of pixels in view for 1 continuous second.