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Insights into Ad Viewability at Scale

Posted on 9.12.2016

Publisher monetization platform 33Across launched a new way for publishers and buyers (advertisers) to ensure higher viewability of their standard IAB ad units.

The companies new Real Display Pro solution essentially provides advertisers with greater insight about the viewability of IAB ad units from the company's publisher inventory. The offering even includes a third-party verified pre-bid fraud filter to verify that ads are not viewed by bots. The product will be integrated into 33Across's existing real-time viewability detection technology, delivering a more reliable pool of inventory to buyers and marketers.

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33Across indicated that initial trials of Real Display Pro resulted in a 78 percent viewability increase over standard IAB performance which will likely make it quite appealing to the entire digital ad ecosystem which is quite concerned with the issue.

“Given the importance of validated user traffic and highly viewable supply to our clients, we’ve been partnering with 33Across for more than two years and use the Real Platform to drive performance for our major global brands and agencies,” said John Pedicino, head of media advisory group, MediaMath. “Based on our experience, we’ve found Real Display Pro to be one of the top performers for CTR, CPC and viewability of key performance indicators across desktop and mobile.”

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