By Evan DeSimone
Ad tech firm 33Across is tackling the viewability problem with the launch of its programmatic video platform Real Video, according to a statement released today.
The viewability issue is an ongoing program for the ad tech industry. The industry standard for video advertising requires that 70 percent of a campaign’s ad impressions must show at least 50 percent of the ad’s pixels for at least one second. That’s a target that’s proven increasingly hard for ad servicers to meet as more consumers embrace ad blocking and other technologies designed to stifle interruptive ads. The problem is compounded by fraudulent views ginned up by web site operators who use bots to generate fake ad impressions to benefit their bottom line.
33Across is promising clients that 100% of the ads serviced through its new platform will be delivered completely viewable and will be seen by real human eyes. To achieve this, the company will leverage less disruptive delivering methods including autoplay and outstream ads rather than traditional pre-rolls that disrupt the viewing experience.