Digital ad company Exponential Interactive and analytics firm Moat have entered into a global partnership to address customer concerns over ad viewability, promising to only charge for ads that meet the IABs current definition of viewable.

Moat is accredited for display and video viewability measurement by the Media Rating Council in the US and ABC in the UK. The company will enable advertisers to see viewability levels for Exponentials VDX video ad formats, ensuring that only viewable impressions are charged for.

According to Moats most recent Benchmarks report, only 56 per cent of video ads globally were viewable in Q2 2015, based on the IABs definition, and only 52 per cent of display ads.

“Viewability is one of the biggest issues facing marketers today as an ad that does not have the opportunity to be seen has very little value,” said Jonah Goodhart, co-founder and CEO of Moat. “Working with Exponential will help drive a much needed shift to a world where viewable-impressions are the basic standard.”

Exponentials VDX platform works across mobile and desktop, and the viewability guarantee will be offered through its vCPME hybrid pricing model.

“Offering 100 per cent viewability foes way beyond the IAB US recommendation that an advertiser should pay for all campaign impressions as long as just 70 per cent are deemed viewable,” said Doug Conely, chief strategy officer at Exponential. “Video is playing a massive role in consumer engagement, thus offering 100 per cent viewability through an adaptable pricing model will help encourage more brands to shift spend from TV to online video.”