Independent advertising technology company AppNexus has announced a solution for video viewability, for both instream and outstream inventory and free of charge to all clients, as part of its mission to create a better video internet.
Video viewability measurement and reporting, currently in closed beta testing with more than a dozen clients, is planned for release in open beta by the end of the quarter.
“AppNexus is setting a high bar by bringing video viewability across our entire platform, which promotes greater transparency and inventory quality for buyers while rewarding publishers with high viewability rates,” said Eric Hoffert, SVP of Video Technology, AppNexus. “This latest development comes on the heels of our recent launch of anti-latency technology, and is another key step in building a frictionless video marketplace.”
Historically, viewability has been a complex and expensive add-on to campaigns, or limited to only one media owner’s inventory. AppNexus began by offering its MRC accredited viewability offering for display for free. Now, by extending the capability to video, AppNexus sets a new standard for viewability measurement and reporting. The goal is to promote publishers’ high performing viewable inventory, improve the quality of inventory for buyers, and enhance the overall user experience.
“AppNexus enabled us to quickly and effectively leverage our proprietary data, which is fueled by content, to identify and reach ideal consumers within video environments,” said Jay Budzik, CTO of Twelvefold. “Viewability support is a huge step forward for video buyers seeking to meet and exceed critical campaign goals, such as high video viewability and completion rates. AppNexus yielded double the viewability compared to other video solutions we tested.”
AppNexus’ solution supports viewability for first-party and third-party hosted video creatives. The technology accommodates both the IAB definition, which defines a viewable video impression if at least 50 percent of the pixels are in view for a minimum of two continuous seconds, and custom definitions, which allow for any number of different industry or client-specific video viewability definitions. For example, the GroupM definition, supported by AppNexus, is aligned to measuring TV type experiences and counts a video impression as viewable only if 100 percent of pixels are in view for 50 percent of the video duration with sound on throughout and a user clicking play to initiate playback.
Video viewability measurement data is available on all aggregated analytics reports via the AppNexus DSP, Console, and Publisher Suite. The same data is available via the AppNexus Log Level Data (LLD) standard feed, enabling custom video viewability analytics on extremely granular data, at the level of individual video impressions.