June 12, 2013
, a Valassis (NYSE:VCI) Digital Company, have announced an exciting alliance in addressing viewable impression measurement. DoubleVerify, the worldwide leader in online media transparency, accountability and performance, and
, a leading provider of digital media solutions, have teamed up to bring a more efficient and effective targeting solution for online brands. The incorporation of DoubleVerify's ad viewability product
's decisioning algorithm makes their targeting platform even more intelligent and drives increased performance for advertisers.
"We have integrated with DoubleVerify ViewAssure for every impression we serve enabling smarter buying and delivery decisions that use viewability to increase performance across our campaigns," says
John Farrar, President and General Manager, Brand.net.
"The focus on ad viewability fits well into the
commitment of making sure every impression we serve reaches the target audience in a high quality environment. Our focus and digital platform are built to drive consumers into stores through efficiency, reach and engagement; this integration ensures we are doing this in the most accountable means possible."
The DoubleVerify and
collaboration builds on the recent Interactive Advertising Bureau (IAB) 3MS "Making Measurement Make Sense" initiative which endorsed viewability as the future for digital campaign measurement. IAB's 3MS is the leading organization as the display advertising industry moves to a universal viewable impressions standard coupled with audience measurements. Together, DoubleVerify and
are focused on demonstrating how DoubleVerify solutions for media sellers can be used to build a better industry for all and drive display advertising forward.
"Each online impression has one and only one opportunity to impact a consumer. DoubleVerify provides insights into the multiple dimensions of impression quality including viewability," says
Mark Pearlstein, SVP sales and marketing at DoubleVerify.
"The integration of DoubleVerify's ViewAssure solution into
ad server decision logic brings viewability data to a new level by enabling optimization at the user level, in near real-time, maximizing ROI for advertisers spend online. Today's announcement strengthens
's robust supply chain management capability as the market shifts to use viewability as a core KPI for online media campaigns."
According to IAB guidelines, an ad must be at least 50% viewable on the screen for at least one second to be considered "viewed." ViewAssure goes above and beyond these standards by measuring Brand Exposure Duration (BXD) in multiple increments of five seconds, allowing in-depth analysis of the entire impression life-cycle. ViewAssure is accredited by the Media Ratings Council (MRC).