TubeMogul Intros Video Viewability Standards for Digital Video Ads

By on 06/13/2013 8:16 PM @daisywhitney
The notion of “video viewability” is quickly becoming an important standard in the online video advertising business. That’s why a group of digital video companies recently introduced a solution called Open VV, for Open Video View, that works with in-stream video ads and determines how much of a video ad is in view and for how long. We caught up with TubeMogul’s CEO Brett Wilson for an update on how Open Video View works. TubeMogul created the source code used for the Open video View.
Video viewability is based on this idea that video CPMs are high and you deserve to know what you’re buying as an advertiser,” Wilson explains in this video interview with Beet.TV. “The viewability movement will help publishers understand how many pixels are in view at one time.” The standard is essentially a piece of code that is integrated into the video ad server. Wilson said video viewability can help a publisher understand the context the ad is played in, so they can consider that metric along with completion rates and other brand metrics. “Buyers are often willing to pay more for the best sites.”
Anyone can copy, edit or use the code. Other members of the consortium include Media Rating Council, Interactive Advertising Bureau, Brightroll, Innovid, LiveRail and SpotXchange.
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