Millennial Media, 33Across Go All In On 100 Percent Viewability
Both companies are using Integral Ad Science to verify viewability and get ahead of the industry's transition to charging advertisers for ads that are seen.
As the digital advertising industry takes a measured approach to adopting viewability as the standard metric for buying and selling digital ad impressions, two firms announced Tuesday, that they will guarantee that 100 percent of ad impressions are seen. Millennial Media is making the guarantee on in-app ads while 33Across is extending viewability guarantees across desktop, tablet and mobile web inventory. Both are working with Integral Ad Science to verify viewability.
In a coup for Integral Ad Science, both 33Across and Millennial Media are relying on IAS to set themselves apart in these early days as the industry moves to charging advertisers only for ad impressions that have the opportunity to be seen by users. “The mobile ad ecosystem is desperately seeking guidelines around viewability,” said Michael Barrett, President & CEO at Millennial Media and IAB Board Member. “Today, we are choosing the highest standard possible by offering a 100% in-app viewability guarantee. We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability.”
33Across also claims its Real Platform will block suspicious traffic and verify that advertisers are not charged for bot traffic. “Ad fraud and poor viewability have been undermining advertiser trust in the online advertising industry for years,” said Eric Wheeler, 33Across CEO. “Today, with the introduction of our Real Platform, we’ve provided the industry with quality marketplaces supported by our 100 percent in-view technology and sophisticated quality filters that proactively block fraud.”
33Across says it vets inventory across its network of over 500 publishers, including Demand Media, Viacom, CBS Interactive, IDG Tech Network and Hearst, before applying Integral Ad Science’s pre-bid fraud filter. In addition to interstitial ad formats, 33Across offers ad formats that stay in-view on the screen while scrolling on desktop, smartphones and tablets. The so-called pillar ad unit on desktop and tablet sits in the left-hand rail as the user scrolls. The adhesion placement, available on all screens, remains present at the bottom of the screen while scrolling.
Agencies MEC, IPG Mediabrands, Initiative and Telefonica UK have expressed support for Millennial Media’s in-app viewability guarantee. 33Across marketplace has integrations with DSPs, trading desks, ad networks and agencies, including Appnexus, Accuen, AdRoll, DigitalsLBI, respectively.
“2015 is a year of transition. This is the year that viewability standards will be defined and we are excited to work with the IAB and MRC to develop the measurement technologies and standards. We will make data from all campaigns available to the IAB and its working groups to help them understand the drivers of viewability and how to improve it,” said Jason Kelly, President of Managed Media at Millennial Media. “As we build trust in mobile, the ad dollars will finally catch up to consumer behavior.”