Integral Ad Science Launches First-of-its-Kind Video Viewability Targeting with MediaMath

Integral Ad Science, the leader in quantifying digital media quality, today unveiled first-of-its-kind video viewability pre-bid segments, allowing advertisers to target specific viewability thresholds for video ads in programmatic buying. By leveraging Integral's performance-matching technology, advertisers will be empowered with the ability to target the level of viewability that they wish to achieve for their campaign.

This new delivery to the critical video channel is a natural enhancement to Integral's Bid Expert solution - one that gives advertisers unparalleled intelligence for informed programmatic buying. Video ad buyers now have a tool that not only allows bidding on video inventory that is likely to be seen but also provides refined controls for optimizing campaign viewability levels. MediaMath, the marketing technology company, has become the first to make the offering available, with additional partners in the process of integrating the solution.

"There was a large hole in being able to independently target in view video impressions for advertisers," said David Hahn, SVP Product Management of Integral Ad Science. "Video advertisers can now select the specific percentage of impressions that they require to be in view through one of our DSP integrations, as part of our new performance-matching technology. Our video viewability pre-bid segments are a logical product extension of our current offerings, which leverage our significant investment in data science and our independent, third-party position in the industry."

The video viewability Bid Expert programmatic targeting segments are driven by the new technology that implements an innovative approach to target the overall viewability performance of a campaign. In this case, the targeting segments represent video ad inventory that is expected to achieve a predefined level of viewability. With this technology, advertisers can confidently optimize their programmatic buying based on desired performance results.

"Viewability is a key driver in modern programmatic," said Sam Cox, Vice President, Global Partnerships, MediaMath. "MediaMath's partnership with Integral, including these enhancements for video, continues to drive outcomes for marketers."

Industry Announcements's article first appeared on OnlineVideo.net