Yahoo is to introduce independent viewability and fraud measurement analytics for display and video advertising on Yahoo owned and operated (O&O) properties, as well as media bought across its programmatic buying platform.

Yahoo is partnering with third-party measurement companies that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC). Partners include comScore, DoubleVerify, Integral Ad Science, Moat, and others. Advertisers can choose which partner’s solution to use to validate for viewability and fraud across display and video at every stage of the campaign lifecycle.

“We’ve been investing in viewability and fraud measurement solutions to increase trust between advertisers and publishers for some time now,” said Dennis Buchheim, VP of product management at Yahoo. “We believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice.”’

According to the Association of National Advertisers and digital security firm WhiteOps, advertisers stand to lose $6.3bn (£4.1bn) globally to bots in 2015. A recent report from the IAB recommends the campaign threshold for viewability should be 70 per cent in order to significantly increase the performance of campaigns. Through its partnership with accredited, third-party measurement solutions, Yahoo said it is giving advertisers better visibility and control over their campaigns, while seeking to instill confidence that campaign traffic is generated by real content consumers.