InMobi, Moat Track 'Human Viewable and Audible' Metrics

In the US, mobile ad network InMobi has partnered with viewability measurement specialist Moat to offer advertisers measurement of 'human viewable and audible' metrics across all mobile ad formats.

Moat provides a search engine for display ads; along with heatmap analytics for measuring online ad effectiveness; and an analytics platform which tracks campaigns in real-time, and aims to measure engagement rather than clicks. Last year, the firm received Media Rating Council accreditation for its mobile metrics, designed 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.

Through the new partnership with InMobi, advertisers will be able to measure sound, sight, and motion viewability and attention metrics across mobile video and native advertising across video, interstitial and banner ad formats. Moat CEO and co-founder Jonah Goodhart (pictured) comments: 'As the industry continues moving towards 'human and viewable' as the foundation, we are consistently hearing from advertisers looking for better ways to measure in-app video and transact on the right currency. Through our partnership with InMobi, we are pleased to enable advertisers to measure and transact on the mobile video metrics that matter most to them'.

Web sites: www.inmobi.com and www.moat.com .