Video inventory management platform, SpotX, has partnered with independent ad analytics company, Moat, to measure viewability and performance metrics across inventory sold through its platform. The partnership adds additional insights to help SpotX platform customers optimise their inventory, target their campaigns, and meet the viewability demands of buyers, which are rapidly increasing, according to VP of Demand at SpotX, Kelly McMahon. “As quarter three of 2015 got underway, we noticed an immediate shift in buying behavior, with many brands and agencies tightening the screws on viewability requirements. Our partnership with Moat will allow publishers to optimise inventory to meet evolving buyer expectations, and help the market improve inventory performance,” Ms McMahon said. SpotX deploys Moat’s analytics, along with data from other vendors, as part of its Infrastructure & Analytics service to give customers insights to verify campaign delivery, brand safety and viewability. Using the analytics suite, publishers will be able to set specific viewability targets across devices for the campaigns they traffic on behalf of buyers, making SpotX the first video platform to offer this type of check-box feature for viewability available directly from an ad server. This feature will allow publishers to negotiate and sell against specific viewability percentages with their buyers. Publishers will now have this targeting functionality within campaign management under targeting refinements. An algorithm developed by SpotX will use Moat’s historical viewability data to predict the viewability score for ad placements, and select those that are most likely to match the viewability threshold selected, whether that be 70 per cent or 100 per cent, for example. “With an increased focus by brands on digital video, Moat’s technology will help provide transparency into the performance of SpotX’s premium video supply,” said CEO of Moat, Jonah Goodhart. “Being ‘always-on’ and fully integrated into SpotX’s platform will enable Moat to seamlessly scale across a massive amount of video inventory. With Moat’s Video Analytics, including metrics beyond viewability, SpotX customers will be able to optimise toward where users are paying the most attention to their videos,” Mr Goodhart said. SpotX is pioneering the ability to manage viewability on campaigns from directly within its platform’s ad server. “While the IAB’s current ceiling of 70 per cent guides buyer KPIs, we anticipate that buyer expectations will inch towards 100 per cent in-view guarantees. We are confident that the tools and transparency offered on SpotX’s platform will empower suppliers to meet the heightened expectations,” Ms McMahon added. Array ( [0] => WP_User Object ( [data] => stdClass Object ( [ID] => 5 [user_login] => DMA News Desk [user_pass] => $P$B5DUyjf2GyrEesm1lRwxkLZP.GXWdp1 [user_nicename] => dma-news-desk [user_email] => dmanewsdesk@gmail.com [user_url] => [user_registered] => 2014-01-31 11:31:47 [user_activation_key] => [user_status] => 0 [display_name] => DMA News Desk [type] => wpuser ) [ID] => 5 [caps] => Array ( [dma-author] => 1 ) [cap_key] => ry0wc0xnug_capabilities [roles] => Array ( [0] => dma-author ) [allcaps] => Array ( [delete_posts] => 1 [edit_posts] => 1 [level_0] => 1 [level_1] => 1 [level_2] => 1 [read] => 1 [unfiltered_html] => 1 [upload_files] => 1 [dma-author] => 1 ) [filter] => ) )
SpotX has partnered with Moat to measure viewability and performance metrics across inventory sold through its platform. The new partnership will allow the company to offer a more comprehensive view of how users are viewing their content on mobile devices. " SpotX will be the first video platform to offer a check-box feature for viewability directly from an ad server, through this, publishers will be able to set specific viewability targets across devices for campaigns they traffic on behalf of buyers.