Dive Brief:
- 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.
Dive Insight:
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.