Fraudlogix Adds Viewability Measure

US-based online traffic monitoring solutions firm Fraudlogix has added viewability measurement to its suite of ad verification products.

The firm's technology is used to detect display and video fraud from desktop and mobile environments, continually analyzing traffic data across clients' campaigns to ensure their ads are being served to real people.

In a blog, the firm said the new addition will enable clients to determine what percentage of ad impressions were in view on end-users' devices when they were served. Using MRC viewability guidelines, the product will enable users to evaluate impression counts, the percentage of impressions that were able to be measured, and of those, how many were viewable. The feature is available for display, video, mobile and in-app environments, and direct access to data is available via an API.

CEO Hagai Shechter (pictured) says of the upgrade: 'Viewability has gained a lot of popularity over the last two years and advertisers are increasingly demanding not only fraud-free impressions, but those that are in-view when the ad is served. Based on this increased demand, we want to offer our supply-side and DSP clients a one-stop solution to monitor for ad fraud, brand safety, domain masking and viewability'.

Web site: www.fraudlogix.com .