Viewable Impressions with Yahoo's Prime View
Yahoo announced the release of a new vCPM (viewable cost per thousand) product last week that should provide brands with the ability to run display ad campaigns at a 100 percent viewability rate.
The vCPM product, dubbed Prime View, is the first the Media Rating Council has accredited that uses the SafeFrame protocol, a standard for display ad viewability, from the Interactive Advertising Bureau. Prime View should help increase campaign performance by reducing wasted impressions without making dramatic changes to their workflow, reporting or creative said Yahoo.
"We know that advertisers want to be confident their message is reaching consumers, so Yahoo's vCPM offering assures advertisers only pay for viewable impressions and helps increase campaign performance," writes Yahoo senior vice president of advertising technology Scott Burke in the post.