VIEQUES, PR — With ad buyers freaking out about fake video ad plays, ad-tech vendors are racing to quantify how many are truly being viewed by a human user, not just a line of bot code.
Truth is, that race may already have been won. Integral Ad Science is amongst the outfits saying ad buyers now need more granularity.
“The baseline is, ‘Was my ad viewed by a human, and was it safe?,” Integral Ad Science video GM Kevin Lenane tells Beet.TV in this video interview. “But beyond that is, ‘Is the ad actually being watched?’?
“The difference between ‘watched’ and ‘viewed’ is kind of how we look at impact and quality. We know it’s being viewed by a person – but is it actually being watched?”
Lenane says Integral, which just published its latest, interesting quarterly report on fraudulent ad buys, will be releasing features in Q1 and Q2 to add these kind of impact metrics to basic viewability measurements.