Advertisers, Video Ad Networks and Video Ad Servers Gain Deep Insights Into Video Ad Environment and Exposure Metrics
NEW YORK, NY – Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today released the industry’s first third-party comprehensive video ad monitoring solution, which includes detailed metrics and analytics to help brands and agencies more accurately understand and monitor the true performance of their video campaigns. Publishers and video ad networks also benefit from the ability to monetize video ad traffic based on high quality, in-view, brand safe and fraud-free impressions. As part of the solution, Integral is also rolling out advanced viewability metrics for video to provide deeper insights into consumer engagement with video ads.
With this release, Integral now has the capability to monitor for brand safety, geo-location, context, suspicious activity and other key metrics for buyers and sellers of video ad impressions. This all-in-one solution enables brands and publishers to easily compare and optimize display and video ad performance side-by-side, leveraging consistent measurement attributes for both. Customers also gain access to Integral’s viewability layered with VPAID metrics, revealing comprehensive exposure insights including:
- Whether a video ad was ever started
- Whether a video ad was seen by a consumer
- How long the ad was in view (completion by quartile)
- Whether an ad was muted
- Whether an ad was displayed full-screen
- Detailed click through rates
As the leader in fraud detection in both display and video, Integral designed its new offering to further serve the evolving needs of the digital advertising ecosystem. According to an October 2013 poll of digital and marketing professionals conducted by Adap.tv and Digiday, 31 percent of brands indicated that they planned to shift their advertising budgets away from broadcast television and into online video, while 30 percent planned to take money away from display advertising for online video.
“As a trusted partner of both the buy and sell side, we developed our new video product to address the growing need for transparency when it comes to video advertising,” said Scott Knoll, CEO of Integral Ad Science. “As a natural product extension of our current offerings, video monitoring enables brands to invest smarter, while focusing on high quality media and performance.”
Nielsen customers will be among the first to benefit from Integral’s video viewability solution, as it will be integrated into and available through the Nielsen Online Campaign Ratings platform. To learn more, visit: http://integralads.com/our-solutions/video-solution.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ score supports an advertisers’ ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, London, Tokyo and Sydney. Learn more at www.integralads.com.