Adap.tv Debuts Video Ad 'Viewability' Measure

Video advertising platform Adap.tv has introduced a tool to verify the 'viewability' of video ads in real-time, allowing ad measurement to discount those impressions that do not appear to the user.

The company provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, and has offices across the US, and in Australia and the UK.

The new 'Certified Viewability' solution, offered as part of a wider Adap.tv package, addresses a problem recently highlighted by comScore, which says 31% of ads are never viewed, either because they appear on a part of the page below the fold, or because of deceptive or fraudulent practices.

Adap.tv's tool utilizes a proprietary technology to monitor where video ads appear, verifying the size of the video player and its position relative to the browser viewport. Through the system, buyers can now specify whether they want to target viewable-only impressions before the first ad request is sent.

Phil Duffield (pictured), MD of Adap.tv Australia, comments: 'Because we are the backbone technology for thousands of premium publishers, we are able to provide buyers with the most accurate information on data on where and how their ads are being viewed.'

The tool is currently being analysed for accreditation by the Media Rating Council (MRC).

Web site: www.adap.tv .