Mobile Accreditation First for Moat

New York-based analytics company Moat Inc. has won MRC accreditation for its mobile metrics. The decision covers measurement of viewable ad impressions and related viewability metrics both for apps and mobile web browsing.

Standards body the MRC (Media Rating Council) issued its Interim Guidance on Mobile Viewable Impression Measurement in May, and Moat is the first company to meet the standards therein. The company won simultaneous accreditation for both desktop display and video viewability in 2014.

Launched in 2010 by brothers Jonah and Noah Goodhart, Moat provides analytics to help clients optimise ad performance, focusing on real-time 'attention signals', among which it includes exposure time, interaction, AVOC and around 100 other metrics. Its core Analytics product is available pre-bid via real-time programmatic and auction environments as well as through real-time reporting.

George W. Ivie, Executive Director and CEO of the MRC, says of the news: 'We congratulate Moat on this significant achievement. With mobile now such an important part of today's digital landscape, Moat's MRC accreditation for mobile web and in app viewable impression measurement once again clearly demonstrates that it's at the forefront of industry leaders in promoting high quality digital measurement'.

Moat CEO Jonah Goodhart (pictured) says the firm is committed to delivering in-depth analytics and trusted digital measurement that is 'truly cross-platform', and comments: 'To receive the industry's first accreditation from the MRC for mobile web and in-app viewability is a real testament to this commitment, as we continue to evolve our platform to meet needs of our clients and partners'.

Web sites: www.mediaratingcouncil.org and www.moat.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.