Viewability Metrics Lead to Greater Trust and Transparency
Vendors and solution providers are clearly aware of the possible ramifications of keeping this data closed off from advertiers, and are taking steps to provide the data they need to make good decisions about their campaigns.
Paid content distribution and analytics solution Bidtellect (a native buy side platform), for example, recently announced an expanded partnership with measurement and analytics vendor Integral Ad Science that will provide advertisers with more insights into viewability metrics for their native campaigns.
Bidtellect is now integrated with IAS viewability verification, providing advertisers with an opportunity to track and optimize viewability metrics down to the creative/placement level within the Bidtellect platform. This integration is reportedly in addition to Bidtellect’s existing partnership with IAS, which includes pre-bid segments such as ad fraud prevention and brand safety protection.
Bidtellect already has its own viewability solution in place but there is obviously some value in providing their users with greater detail on their digital ad spend.
“As viewability continues to become more of a focus across the industry and for advertisers in particular, the importance of having a viewability solution integrated into our platform is critical,” said Salah Shami, Senior Director of Product at Bidtellect. “By layering IAS's data on top of our currently existing solution and optimization algorithm, we're empowering our users to make the informed decisions they need to make to ensure they meet and exceed campaign viewability goals.”