Selects Integral Ad Science for viewability measurement
BOULDER, Colo. – sovrn Holdings, Inc., a partner and advocate to over 50,000 independent publishers and their websites, announced its Viewability Assurance program. The sovrn Viewability Assurance(™) program simplifies programmatic advertising by enabling buyers to purchase viewable impressions regardless of the viewability standard they require.
“The combination of sovrn’s reach with Integral Ad Science’s measurement technology brings greater transparency to the media-buying process, so advertisers can be sure that every ad dollar has an opportunity to make an impact.”
sovrn has chosen Integral Ad Science (IAS), the leader in quantifying digital media quality, to power viewability measurement for its Viewability Assurance program. sovrn will also enable advertisers to use any MRC-accredited viewability vendor of their choice as part of the program and guarantee.
Viewability Assurance is an important part of sovrn’s efforts to tackle and eliminate concern for buyers of programmatic advertising. In its recent quarterly report, IAS found that only 44% of digital display ads were viewable. Because of this 86% of advertisers thought viewability was an important aspect of media quality according to IAS.
“Viewability measurement is an important part of making sure buyers get what they pay for. IAS gives us predictive capabilities to deliver ads that meet or exceed buyers’ viewability standards,” Said Walter Knapp, CEO of sovrn. “For these advertisers, Viewability Assurance provides them with peace of mind and greater choice when it comes to reaching audiences through our independent publisher base. As viewability standards and technologies advance, sovrn will continue to invest in this area to ensure both publishers and advertisers benefit.”
“Rightly, advertisers are concerned about the viewability of their ads,” said Michael Iantosca, Chief Revenue Officer at Integral Ad Science. “The combination of sovrn’s reach with Integral Ad Science’s measurement technology brings greater transparency to the media-buying process, so advertisers can be sure that every ad dollar has an opportunity to make an impact.”
Advertisers and publishers who are interested in this program should reach out to sovrn at [email protected].
About sovrn
sovrn believes independent publishers drive the Internet’s creativity and innovation. As a partner and advocate to over 50,000 independent publishers and their websites, sovrn provides tools and services that help publishers better understand, grow, and engage their readers and enable them to monetize their sites through programmatic advertising. With one billion ad transactions every day, sovrn’s network of independent publishers provides advertisers with massive reach and the ability to engage with difficult-to-reach audiences on the sites they love. sovrn is headquartered in Boulder, Colo. with offices in San Francisco and New York.
via BusinessWire
