Dive Brief: 

• TrueX VP of research Jamie Auslander presented the interactive video ad technology at the Interactive Advertising Bureau's NewFronts Insights Lunch Wednesday. 
• The digital ad company believes the 30-second pre-roll interactive ads could be the answer to ad fraud and viewability problems plaguing the industry. 
• In initial trials, viewers were given the option to chose one 30-second interactive ad or five 30-second ads throughout an online video — of the 60% that actively chose, 83% chose an interactive ad. The interactive ads had an average time spent of 52 seconds and a 2.9% click-through rate. 

Dive Insight:

The beauty of an interactive ad is that marketers can be certain that viewers are seeing it because they are engaging with the ad. Of course, this only works if viewers engage, but what TrueX has tapped into is offering viewers a choice. With ad viewability measurement such a hot button topic, TrueX may not be too far off in saying it has a viable solution for online ads.