TubeMogul Debuts Cross-channel Viewability Solution

TubeMogul_High_Resolution.jpgEnterprise software firm TubeMogul has introduced a new interim solution that aims to enable advertisers to measure viewability metrics across premium broadcast-quality mobile app publishers, along with connected TV ad formats, giving them holistic insights into their entire media buy.

Early this year, the Media Rating Council issued interim guiadance on mobile viewability, recommending that 50 per cent of a videos pixels must be in view for at least two consecutive seconds. While some publishers have adopted mobile viewability measurement technologies, others remain opaque when it comes to how many people are actually seeing the ads they are delivering.

In order to ensure advertisers are not discouraged from purchasing premium mobile inventory by the lack of a standardised measurement, TubeMogul has released a tool that will count viewable impressions from broadcast-quality premium partners on both mobile and smart TV.

“A lot of high viewable premium TV-centric mobile in-app inventory has been unfairly grouped with problem actors in the industry,” said Jason Lopatecki, chief strategy officer at TubeMogul. “Unfortunately, some buyers have thrown the baby out with the bath water just because there is no formalised measurement.

“This stop-gap reporting solution benefits advertisers by allowing them to compare different formats across multiple channels. We will launch the first scalable cross-channel viewability solution because we dont want our clients to wait until the industry aligns on a standard. Its the same reason why we launched OpenVV over two years ago to help accelerate the adoption of desktop viewability standards.”