Invites Industry to Increase Transparency Around Digital Ad Quality with Adtricity™
NEW YORK — Vindico® is taking a major step in improving digital ad quality across the ecosystem by offering its Adtricity™ for Publishers viewability and verification tool to all digital publishers at no cost. Vindico is inviting digital publishers to join the drive for improved ad placement quality and provide advertisers with quality ratings for their inventory and impressions. As a leading ad management platform, Vindico is committed to increasing transparency around digital advertisements to strengthen the overall industry.
Introduced for the buy-side in mid-2013, the system is currently being utilized by advertisers and represents over one-third of the entire online video ad marketplace. The industry’s first and most comprehensive system for qualifying video ad inventory, Adtricity rates inventory on 25 data points including viewability, verification and the presence of bot traffic on every impression. Starting in May 2014, Adtricity added support for publishers, ad networks and exchanges to measure the quality ratings down to the domain level to provide greater transparency for the publisher’s ecosystem. The system now enables both publishers and advertisers to identify quality on an individual impression prior to the sale of the advertisement and eliminate fraudulent and costly waste.
“It is time for the industry to become fully transparent about ad inventory and performance to improve the marketplace’s efficiency,” said Matt Timothy, President, Vindico. “Adtricity is the most advanced technology utilized and trusted by more advertisers than any other solution today. For the first time, both buyers and sellers can utilize this system at the impression level which is critical for today’s real-time marketplace.”
Publishers can now receive the Adtricity data on an individual impression prior to selling it to an advertiser for both Vindico served and non-Vindico served campaigns through the newly released publisher SDK. Additionally, the system’s reporting interface offers page level quality ratings that allow publishers to take specific action on domains within their ecosystem. Adtricity evaluates placements on a comprehensive set of qualitative and quantitative characteristics including viewability, verification, completion rate, and player size.
“Consistent measurement between the buy- and sell-side is the foundation of trust and growth in our market,” said Travis Lusk, Head of Video, Collective. “Vindico’s Adtricity helps provide a currency for the marketplace, and also provides the sell-side technology to help identify and eliminate non-human bots and bad actors who creep into our entire ecosystem.”
Adtricity’s bot detection technology is included in the offering, giving the entire industry the tools to help eradicate fraud everywhere.
Vindico recently issued its Adtricity Data Report for Q1 and Q2 of 2014 that shows 61 percent of all inventory meets “acceptable” quality standards. This snapshot into the digital video advertising ecosystem is available here.
Publishers can adopt Adtricity by contacting adtricity-ops-group@vindicogroup.com.
About Vindico®
Vindico is a leading enterprise ad management suite built for CMOs to harness the power of big data in their advertising. Currently managing more than one-third of all digital video ads in the U.S., the company’s enterprise solutions for brands and agencies enable advertisers to create, transact, verify and manage their digital video advertising in quality environments.
Vindico leverages its proprietary technologies and innovative marketing tools to build a safe and trusted market for media investment and industry growth.
