What is Viewability- Viewability is nothing but a metric in digital advertising that addresses an ad’s opportunity to be seen by real humans i.e. it tracks ad impressions which are viewed by actual humans. In layman’s terms, if there is an advertisement which has not been seen by the user, a viewed impression will not be counted. The outcome of the collaboration between IAB and ANA (Association of National Advertisers) in 2011 was the viewable impression metric to measure the accountability or authenticity of the platforms. These days, the advertising industry is slowly moving into valuing viewed impressions than served impressions. This is essential because in a true RTB and auction the metric that defines the performance of an ad unit is the Viewability and those with better viewability would convert well.
Why should there be Viewability of Ads?
- With viewability, advertisers can now effectually compare the effectiveness of their ads served on digital media as compared to other media like TV & print.
- It tracks real human views versus bots (a type of software application that can complete tasks in an automated way).
- Viewability gives you an idea of where your ad will receive a greater number of views or are probable to get views.
- It also allows you to keep a track of which ad is more engaging, appealing to the customers and increasing views.
- Viewability is important for a publisher as it helps them understand the real performance of each ad placement space.
- Increases transparency between publishers and advertiser.
Top 9 Best MRC Accredited Viewability Vendors 2018
Here, we take you to the best Mrc Accredited Viewability vendors who are categorized based on viewability parameters, brand safety, adblock, tracking, invalid traffic etc. Please note that the number mentioned in the list is just for aesthetics purpose and doesn’t signify the ranking of the viewability vendors.
1. MOAT (Oracle)
This company was established in the year 2010, by founder Noah Goodhart and co-founder Jonah Goodhart; with its headquarters in New York, US. Various kinds of insights and analysis on different ad campaigns are given by Moat analytics, an attention measurement platform. Publishers and advertisers are also provided with systematic information on things such as website inventory. Another reason why you should opt for Moat is that it provides Moat Pro, a real-time ad intelligence platform for marketers, publishers, and agencies. Apart from this, Meat Pro keeps a track of all programmatic execution platforms and provides brand alerts, voice trends, instant prospecting reports, etc. On 18 April 2017, Oracle had officially announced that they bought Moat, one of the fastest growing digital cloud companies. The result of this combination is expected to be better media experiences and business outcomes.
- MRC Accredited Viewability (Display) – Yes
- GroupM Viewability – Yes
- Custom Viewability – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Ad Blocking – Yes
- Brand Safety – Yes
2. DoubleVerify
Established in the year 2008, by founder Alex Niverant and Oren Netzer, provides online media verification. It promotes campaign effectiveness solutions for various brand marketers, agencies, advertising networks, and digital publishers. DoubleVerify tries to ensure the advertisements environment maintains a quality standard, and that there is transparency in the campaign issued by the business. DoubleVerify has its headquarters in New York, US. According to statistics based on online reports, “DV has uncovered elaborate advertising fraud on over 1200 suspected websites.”
- MRC Accredited Viewability (Display) – Yes
- GroupM Viewability – Yes
- Custom Viewability – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Ad Blocking – Yes
- Brand Safety – Yes
3. Integral Ad Science
Integral Ad Science, originally known as AdSafe Media, was established in 2009 by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, and Kent Wakeford. A private house technology firm, Integral Ad Science analyses the value of digital advertising placements.
One of the unique features of this vendor is TRAQ (TRue Advertising Quality). TRAQ, a special ad quality scoring system is used exclusively by Integral Ad Science. Various issues such as Viewability, Brand safety, Ad fraud are all taken care of. Integral being a member of the Interactive Advertising Bureau works with the “Brand Integrity Program Against Piracy” an initiative by the Trustworthy Accountability Group.
- MRC Accredited Viewability (Display) – Yes
- GroupM Viewability – Yes
- Custom Viewability – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Ad Blocking – Yes
- Brand Safety – Yes
4. White Ops
Detection and prevention of advanced bot and malware fraud is the main objective of White Ops. It was established in 2009 by founder Ash Kalb and co-founder Dan Kaminsky. Criminal activity is absolutely shunned; White Ops makes sure that there is no fraudulent behaviour, viewability issues in the digital world of advertising. A White Ops study had shown that bot fraud costs marketers more.
- Invalid Trafficking – Yes
5. comScore
American media measurement and analytics company comScore was established in 1999, by founder Magid Abraham and Gian Fulgoni. A group of users who have monitoring software installed on their computers is maintained as a list by comScore. The company provides research panels, various benefits, such as computer security software, Internet data storage, are all provided if you are just a part of the company. February 2011, saw The Coalition for Innovative Media Measurement (CIMM) and comScore. They were working together to measure three-screen users and their behaviour with content advertising on different media platforms. comScore has its headquarters in Reston, Virginia, US.
- MRC Accredited Viewability (Display) – Yes
- Invalid Trafficking – Yes
6. Forensiq
Forensiq (Impact) is a marketing technology platform, natively integrating solutions in ad fraud prevention, marketing intelligence & partner marketing. It was established in 2008, by Lisa Riolo, Per Pettersen, Roger Kjensrud, Todd Crawford, and Wade Crang. Two of the most advanced methods – machine learning, advanced bot fingerprinting are put to use to locate and block ad fraud.
- MRC Accredited Viewability (Display) – No
- GroupM Viewability – Yes
- Custom Viewability – No
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Ad Blocking – No
- Brand Safety – No
7. Pixalate
Established in 2012 by Amin Bandiali and Jalal Nasir, Pixalate, Inc. is a leading global intelligence platform and real-time fraud protection provider. The company is a Media Rating Council certified vendor for display ad viewability. Pixalate can easily prevent any type of fraud using its blacklist’s IP address, user ID, domain etc.
- MRC Accredited Viewability (Display) – Yes
- Invalid Trafficking – Yes
8. Fraudlogix
Fraudlogix is another online advertising fraud detection company that caters to the supply side of the online advertising ecosystem. It was founded in 2010 by industry veterans who had an understanding of the digital advertising world. Data from over 490 million unique users, millions of websites, and 1.2 billion unique are monitored on a monthly basis, through the advanced technology used in Fraudlogix. Mapping the latest devices, locations, bots, behaviours, and hacking tactics used by frauds in the programmatic and advertising spaces is one of the many features of Fraudlogix.
- MRC Accredited Viewability (Display) – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Brand Safety – No
9. Realvu Inc
When it comes to the delivery, tracking, reporting of advertisements through media, Realvu is your one-stop destination. A multifunctional online media and advertising platform, it was established in the year 2001. Realvu has three separate systems, methods for content rendering control based on viewable impression patented under its name. Realvu was the first company to be accredited by the Media Rating Council for the viewable impression, which is a clear sign of its efficiency. The company screens over 5 billion ads per day for viewability and is a reliable MRC accredited viewability vendor.
- MRC Accredited Viewability (Display) – Yes
- GroupM Viewability – Yes
- Custom Viewability – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – No
- Ad Blocking – No
- Brand Safety – No
10. Protected Media
Protected Media’s easy to implement cyber security layer ensures your every ad – display, mobile or video – is properly located, visible, and seen by real people. The moment they detect any fraudulent action, they alert you in the most timely and useful fashion. The entire online advertising eco-system has become infested with fraud, and more and more industry money ends up in the hands of organized crime. It is estimated that 36% of all ad traffic is fake.
- MRC Accredited Viewability (Display) – No
- GroupM Viewability – Yes
- Custom Viewability – Yes
- Invalid Traffic – Yes
- Mobile Tracking – Yes
- In-app Tracking – Yes
- Ad Blocking – No
- Brand Safety – No
Since traffic is the goldmine, it is crucial for everyone to keep a track of the quality of traffic and viewability of ads. These MRC viewability vendors are seasoned enough to provide you with the right metrics for your ads and help you determine the high viewability of your ad units on publisher websites. A high viewability ad slot tends to perform much better in terms of CTR and conversions and thus keeping a track of the viewability metrics is extremely crucial. Additionally, we have listed the add-on services provided by these vendors. We hope our article on top 10 best MCR accredited viewability vendors was helpful in giving you a better insight!
Contributor: Sayantani Saha
The post Top 10 MRC Accredited Viewability Vendors 2019 appeared first on Blognife.
