TubeMogul had rolled out its viewability verification globally into its ad buying software, says Brett Wilson, CEO of video platform TubeMogul in an interview with Beet.TV at the Consumer Electronics Show. The video ad platform has been at the forefront of an industry push for more transparency in metrics since it spearheaded a consortium of industry players last year tasked with developing open source tools to measure online video viewability.
“We provide viewability metrics at the site and domain level. For a marketer those are actionable and they can turn a site on or off if they don’t like the viewability,” he tells us. Video viewability still means different things to different companies, ranging from a viewer clicking to another page, to a video running under the fold. “Viewability helps you understand if anyone is watching the ads marketers are paying a lot of money for. You need to see what is going on at the site level…Marketers should also want to see player size. Player size is a dead giveaway for fake preroll,” he says. For example, many 300 by 250 pre-rolls are video autoplays in a banner, Wilson says.
In general, of the impressions substantiated in an ad exchange buy, about 40% are viewable and 60% are not. “We have a lot of chances to increases this understanding and eliminate the bad players and rewarding the good ones,” he says.
Here is the company’s press release on the product offering.