By Evan DeSimone
Programmatic video inventory management platform SpotX is teaming up with ad analytics firm Moat to take on the pressing problem of viewabiltiy.
SpotX will leverage Moat insights to more accurately anticipate viewability. As a result, consumers will have the opportunity to proactively select a minimum viewability threshold for their campaigns which SpotX will guarantee based on an analysis of historical data.
The latest offering comes at a time when viewability is weighing heavily on the minds of advertisers and ad tech providers alike. Brands and ad agencies are increasingly demanding that campaings meet the minimum standards for viewability laid out by the Media Rating Council, which say 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. Many providers have struggled to meet even that seemingly minimal threshold.
Kelly McMahon, SpotX’s VP of demand, summed up the strength of the deal in a statement, noting, “Our partnership with Moat will allow publishers to optimize inventory to meet evolving buyer expectations, and help the market improve inventory performance.”
SpotX isn’t alone in its efforts to tackle increasing industry demand for my stringent viewability requirements. Ad tech firm 33Across recently announced the launch of its “Real Video” programmatic platform with the ambitious promise that 100% of the ads serviced on the platform would be 100% viewable. Digital publishing network Evolve Media recently inked a similar deal with Moat to standardize viewability.