Integral Ad Science, the leader in quantifying digital media quality, today announced its Certified Viewability Partner Program. The program showcases media sellers who utilize Integral’s discrepancy-free viewability measurement and are prepared to use the data as the bill of record to transact on viewability. The discrepancy-free measurement alleviates operational challenges for both buyers and sellers.
“Members of our Certified Viewability Partner Program signify to advertisers that they are easy to work with and facilitate accurate, trustworthy third party measurement,” said Scott Knoll, CEO Integral Ad Science. “At Integral, we are constantly working to ensure the industry is operating in a clean ecosystem that unifies all players.”
Initial members of the program include 33Across, Collective, Conversant, Drawbridge, Netmining, TripleLift and Valassis Digital. As shown in Integral’s Q3 2015 Media Quality Report, viewability has dropped over the last year, making it more important than ever for publishers and advertisers to conduct media buying and selling based on an agreed upon standard that takes both sides into account. Overall, more than 200 premium publishers are currently transacting based on Integral’s viewability measurement.
“Viewability is the core of the 33Across Real Platform™. We rely on Integral Ad Science to optimize and evaluate the quality of impressions sold on the Real Platform. Being a member of Integral’s Certified Viewability Partner Program affirms our commitment to transparency,” said Eric Wheeler, CEO, 33Across.
Let’s take them one at a time. As for eroding margins, Apprendi notes that the ad-tech tax has grown from about 50% of the cost of a programmatic buy when it was the original “ad networks” enabling a brand to aggregate and buy their audience. That has grown to about 80% of the cost of a programmatic buy, largely because there are so many intermediaries in the process now — DSPs, DMPs, viewability, non-human traffic, and of course, attribution firms. In other words, the process has simply become more bloated with more middlemen taking more cuts out of the pie.
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