- Software company Mediaocean and analytics firm Moat have joined forces to help marketers ensure they are purchasing only ads that are actually viewable.
- “This deal is absolutely creating a new currency to pay for [Web ads] or to analyze marketing effectiveness,” Mediaocean Chief Executive Bill Wise told the Wall Street Journal.
- As it stands now, many online ad transactions only offer after-the-fact data reconciliation -- meaning marketers don't know until the purchase has been made whether or not ads are viewable.
Ad viewability could be the hottest ad topic of 2015, and currently, stakeholders have embarked on a discussion regarding what the standards should be and how the industry can measure whether an ad is actually seen by a real person. The MRC's recommendations are serving as a benchmark, but there are plenty of organizations deviating from those standards.
Ad network Millennial Media is guaranteeing 100% of its mobile ads are viewable for one second -- in an effort to encourage mobile buys from its network. Group M and Facebook have both instituted their own viewability stipulations that are stricter than MRC's as well. The partnership Moat-Mediaocean will take the idea a bit farther by screening ad viewability before the purchase happens -- meaning less ad dollars are wasted.