Marketers’ need for video viewability at scale is solved
Boston, MASS. – May 24, 2016 – DataXu, a leading provider of programmatic marketing software and analytics, today launched its Pre-Bid Viewability capability for video campaigns through partnerships with DoubleVerify and Integral Ad Science. Pre-Bid Video Viewability enables marketers to dramatically improve the viewability performance of video campaigns. This is the latest manifestation of DataXu’s mission to champion quality and trust in the digital marketing space. Earlier this year, DataXu announced a Pre-Bid Viewability capability for display campaigns in partnership with DoubleVerify and Integral Ad Science which integrates third-party viewability targeting and optimization.
According to eMarketer, the US digital video advertising market is on pace to nearly double by 2019. Viewability has quickly become one of the primary success metrics for online video media buyers. DataXu’s Pre-Bid Video Viewability offers a simple and automated solution for achieving rigorous viewability goals.
The expansion of DataXu’s viewability offerings to include video, along with the technology company’s existing 97% Fraud Free Guarantee, will provide a holistic, defense-in-depth approach for advertisers looking to protect their investments across all channels and formats.
“As the focus of many advertisers shifts from served impressions to viewable impressions, DataXu is committed to ensuring that we offer our customers brand-safe, fraud-free, viewable video inventory,” said David Shapiro, Senior Vice President of Corporate and Business Development at DataXu. “As part of our dedication to programmatic quality, we are constantly reinforcing the best-in-class protection we offer with new tools such as Pre-Bid Video Viewability.”
With its new Pre-Bid Video Viewability integration, DataXu offers customers flexibility and choice by working with two industry-leading partners that each bring a unique approach to improving viewability and quality:
- Integral Ad Science’s industry-leading, performance-matching video targeting allows advertisers to target specific viewability thresholds for video ads in programmatic buying. Instead of force-ranking viewable placements, Integral’s segments allow users to select a segment with a minimum viewability guarantee (i.e. 60%), and reach 60%+ viewability on their campaign.
- “We’re excited to extend our partnership with DataXu and this video integration highlights our shared commitment to a transparent and clean ecosystem,” said Harmon Lyons, VP of Business Development, Integral Ad Science. “Our video targeting segments ensure video ads can actually be seen—a necessity for campaign success.”
- DoubleVerify authenticates the quality of each digital video ad impression before the bid is placed and does so in real-time during delivery, providing brands with campaigns that have the highest opportunity to perform.
- “DoubleVerify’s video viewability pre-bid targeting increases the effectiveness of media bought using DataXu’s platform by ensuring ad quality–i.e. ads viewable to a human, served in an optimal player size—before the bid is placed,” said Mark Pearlstein, CRO of DoubleVerify.