New measurement options help brands better understand digital
NEW YORK –Â 24/7 Media, Inc., WPP’s marketing technology company, and Moat Inc., a brand intelligence and analytics company, announced a partnership to offer advertisers and publishers brand-focused metrics to help them measure the success of an ad campaign well beyond the industry default measure for success, the click-through.
With this new partnership, publishers can measure for their advertisers both viewable and viewed impressions. More importantly they can capture the details that brands care most about: with which publishers and on what pages was an ad successful, and with which consumers did the message resonate?
Publishers using 24/7 Media’s propriety ad serving technology, 24/7 Open AdStream, can utilize Moat’s solution through a simple integration, and instantly begin measuring viewable impressions, and engagement levels in real-time.
“Moat has developed an exciting new way to empower publishers with incredible brand insights which they are able to pass along to their advertisers,” said Rob Schneider, Vice President, Corporate Strategy and Platform Development for 24/7 Media. “We are committed to partnering with the leading companies that bring a significant competitive advantage to the clients who use our technology, and Moat is an excellent example.”
Moat’s Metrics That Matter includes collection and reporting on metrics such as viewable impressions (in-view impressions), in-view time, interaction rate, and interaction time. These metrics all conform to the IAB working definitions for each respective metric. In addition, Moat also collects 23 other brand-focused metrics such as hover rate, attention quality, time to scroll, and more, for a deeper understanding of ad and publisher effectiveness.
“Publishers who implement our technology solutions are able to increase the flow of brand dollars to their sites, as the new metrics provide far more compelling insights to the advertisers and a way to prove value for premium inventory,” said Jonah Goodhart, CEO and Co-Founder of Moat. “We want to make brand advertising more effective online, and that starts by getting the right measurement tools to as many publishers as possible.”
About 24/7 Media, Inc.
24/7 Media, Inc. is a leader in digital marketing technology, serving advertisers, agencies and digital publishers worldwide. The 24/7 technology platform spans every digital channel, providing users with unprecedented control and consolidated data analysis. This technology powers two specialized business units: Real Media Group helps marketing organizations engage their audiences with superior precision, transparency and return on investment. The group also helps digital publishers monetize their properties and manage advertising operations more effectively. Media Innovation Group provides advertisers and agencies with strategic consulting and implementation services that deliver competitive advantage in fields being transformed by technology.
Formerly 24/7 Real Media, the organization has been in the forefront of media innovation for fifteen years. 24/7 Media is a WPP Digital company headquartered in New York with 18 offices in a dozen countries. For more information, please visit www.247media.com.
24/7 Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Media cookies, go to:www.networkadvertising.org.
About Moat, Inc.
Moat is a New York-based SaaS company focused on building products for brand advertisers and premium publishers. The company was founded by Jonah Goodhart, Noah Goodhart, and Michael Walrath. The serial entrepreneurs had previously partnered together to launch Right Media, which was acquired by Yahoo! in 2007. For more information on Moat, visitwww.moat.com.
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