Drawbridge Enables Insights into Cross-Device Viewability and Brand Safety for Marketers
Today Drawbridge announced the ability for marketers advertising through the company’s Cross-Device Platform to confirm viewability and brand safety metrics via real-time reports available from comScore, a global leader in measuring the digital world, Integral Ad Science, the leading provider of actionable advertising intelligence data for buyers and sellers of digital media, and several other MRC-certified partners. These third-party assurances serve to validate that ads were served to humans, that they were in-view, and that they were shown on brand-safe inventory.
“Marketers today want more than just campaign delivery validation, and as a cross-device leader, we want to be as transparent as we can,” said Azad Jacobs, Head of Advertising Operations at Drawbridge. “Therefore we’re enabling our customers to have deeper insights and optimization capabilities based on ad viewability and brand safety metrics. This is a critical subject for marketers, and we are committed to improving the viewability of all digital ads, including video, across devices.”
The Media Rating Council (MRC) considers an ad to be viewable if 50% of its pixels are in view for a minimum of one second, and two continuous seconds for videos. For larger desktop ad units, 30% of pixels in view for one second constitutes a viewable ad. Drawbridge aims to raise the bar for both ad viewability and transparency across devices with these new partnerships. Through these partnerships, Drawbridge enables advertisers to validate ad viewability, audience demographics, and brand safety when possible, via a simple pixel-based implementation.
Improving cross-device viewability is more challenging than mobile or display viewability alone, as it requires an advanced programmatic solution to that can optimize towards higher viewability rates on impressions across traditional display, mobile web, and app inventory. Ultimately, diligent optimization and measurement will bring today’s less viewable inventory up to the higher standards the industry strives for.
“comScore and Drawbridge recognize that marketers deserve to get the value they pay for. That’s why we’ve partnered to bring independent ad validation measures through comScore validated Campaign Essentials™ Mobile (vCE® Mobile) to Drawbridge customers through our Mobile Authorized Tagging Partners program,” said comScore SVP Global Marketing, Anne Hunter. “It’s great to see a leader like Drawbridge taking a strong stance on viewability and brand safety. We also share in their commitment to advancing the mobile ad ecosystem.”
“The ability to measure viewability across multiple platforms and screens is imperative for digital marketers, and Drawbridge enabling Integral data is a step in that direction,” said Harmon Lyons, VP of Business Development at Integral Ad Science. “Media quality is something every marketer must pay attention to, and we’re excited to partner with Drawbridge to promote transparency, value, and quality.”
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Drawbridge is the leading cross-device identity company building technology that fundamentally changes the way brands connect with people. By leveraging its Connected Consumer Graph™, which includes more than one billion consumers across more than three billion devices to date, Drawbridge enables brands to have seamless conversations with consumers across their computers, smartphones, tablets, and connected TVs. Drawbridge provides visibility into how consumers interact with brands across devices along the path to purchase with a true, unified, cross-device consumer view. The company gives marketers unparalleled insight to consumer behavior both online and offline to drive better results – from creating brand awareness to driving incremental sales. The company is headquartered in Silicon Valley and is backed by Sequoia Capital, Kleiner Perkins Caufield and Byers, and Northgate Capital. For more information visit www.drawbrid.ge.
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Seattle, Washington DC, London, Berlin, Sydney, Paris, Melbourne and Singapore. Learn more at www.integralads.com.
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