Retooling Native Ad Viewability
Viewability is top of mind with those in the ad tech space, and companies are working overtime to retool how they approach measurement of new formats like native placement.
Unlike legacy display placements, native ad units can't be treated as standard ad containers. That obviously is a major problem because viewability vendors use that information to obtain data of their own, including where the ad is located on a page in relation to the viewport (like inside or out of it completely. There are other issues as well with tracking native including dynamic size variation, content orientation, and the manner in which these ad units load and render on publisher pages (as seen through the lens of a desktop, tablet or mobile device), all of which obviously create significant complexities for measuring viewability.
Recognizing the need for third-party verification solutions, ad tech provider Integral Ad Science (IAS) and native/content advertising platform Nativo announced they are collaborating to bring IAS' measurement of Nativo inventory so brand marketers and publishers can more confidently transact on the company's third party verified numbers.
"IAS has been a trusted partner of our advertising clients for a long time, and Nativo was the first native provider to bring the Viewable cost per thousand (vCPM) metric to market, so we were pleased to collaborate to ensure IAS technology and measurement methodology for native ad placements could be confidently leveraged to transact on viewability," said Chris Rooke, SVP of Strategy and Operations at Nativo. "By working with IAS to validate viewability measurement across our marketplace, and joining IAS's Certified Viewability Partner Program, Nativo managed service campaigns will now officially accept advertiser requests to transact on IAS verified viewability numbers."