Video advertising firm Teads has collaborated with Oracle Data Cloud’s Moat to launch a product which enables advertisers to set their own viewability standards and only get billed when those standards are met.
Teads will auction off 100 per cent viewable impressions at the viewability requirement set by the advertiser for all viewable CPM (VCPM) and cost per completed view (CPCV) buys. Any impressions not meeting the selected benchmark will be offered as free media.
The hope is to move away from measuring viewability through total impressions to focusing on cost per viewable impression. Teads says its predictive AI technology will help buyers to achieve the lowest cost per viewable impression.
“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” says Bertrand Quesada, CEO at Teads. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”
Mark Kopera, head of product for Moat at Oracle Data Cloud, adde: “We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count. Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement.”