- Yahoo is increasing transparency for advertisers by making independent viewability and fraud measurement available for display and video advertising on its properties -- extending to media purchased through Yahoo's programmatic platform.
- The open environment allows advertisers to choose from third-party measurement services including comScore, DoubleVerify, Integral Ad Science and Moat.
- The move allows advertisers to verify viewability and fraud at each turn of the campaign lifecycle.
While publishers, advertisers and media argue over viewability standards, Yahoo has put some of the power back into advertisers' hands. Rather than guaranteeing 100% viewability like Conde Nast, Yahoo is letting advertisers actually see themselves -- through third-party vendors -- if their ads are being seen. Advertisers can then make decisions for themselves whether standards recommended by the Media Rating Council or IAB make sense for their particular ad campaigns.