Video Ad Platform Videology Adds Ability To Buy Viewable Impressions Verified By Third-Party Vendors

Digital video advertising platform Videology is beefing up its options for advertisers to buy using viewability as a currency or metric.

The company announced Tuesday that buyers on the Videology platform now have the option to buy impressions on a viewabile impression basis (vCPM), with all impressions verified as viewable by third-party vendors DoubleVerify, Integral Ad Science or Moat.

With viewability set as the campaign currency, advertisers pay only for impressions deemed viewable by one of the independent measurement vendors at a guaranteed price. Videology stakes claim on being the first to offer third-party-verified guaranteed viewability in a self-serve environment.

Furthermore, advertisers can choose to measure viewability based on the MRC viewability standard (At least 50 percent of the video player must be in view for at least two seconds) or the so-called Extended viewability standard devised by GroupM (100 percent of the player is in view, and at least half of the ad plays with the sound on after a user clicks on it).

Advertisers have the option of buying viewable impressions at a fixed price, or they can set viewability as an objective KPI for their campaigns. Videology has offered viewability as a KPI, but only as measured against its own data. Now advertisers can select one of the independent vendors for viewability verification.

After a buyer sets up a campaign, Videology will forecast available viewable impressions at a given price. Once the campaign goes live, viewability data is pulled in from the chosen third-party vendor in real time. Videology’s software automatically optimizes the campaign to deliver against the viewability targets.

“Advertisers can set the currency up front, and we do the allocation and then automate optimization as to keep it viable,” said Scott Ferber, Chairman and CEO of Videology by phone Monday. “It’s one thing to plan, it’s another to deliver a viewable currency plan. We have so much confidence in our forecasting capabilities, that we can guarantee viewability as a currency or a KPI. Advertisers can set a target and our optimizations will drive to that target.”