BrightRoll will be making third-party viewability measurement and reporting available on its platform to help customers plan, manage and optimise their video ad campaigns.
The programmatic video ad platform is partnering with independent measurement companies that align with the Interactive Advertising Bureau (IAB) and Media Rating Council’s (MRC) proposed video viewability guidelines to bring unbiased, accredited reporting to the industry.
Viewability metrics from MRC-accredited Moat will be integrated into the BrightRoll platform.
BrightRoll Managing Director Europe, Andy Mitchell (pictured) said: “At BrightRoll, we believe that video ad viewability is best measured by independent, accredited third parties and not by platforms whose revenue is tied to media spending.”
Moat Chief Executive Officer, Jonah Goodhart said: “As programmatic video advertising solutions are increasingly adopted throughout the industry, it is crucial that there are trusted methods in place for detecting that ads paid for are, in fact, seen and ultimately that the consumer is paying attention.”
The Moat partnership will enable BrightRoll customers to independently validate viewability at each stage of the campaign lifecycle and enable them to see that video ads are delivered in-view.