WebSpectator Gets Ratings Council Approval For ‘Viewable’ Impressions
In addition to location accuracy, the format works on mobile impressions as well -- but the MRC is not ready to approve the mobile version yet.
Real-time ad platform WebSpectator has received accreditation for its “Guaranteed Time Slot for Viewable Content,” which measures whether an ad has appeared on a desktop for at least 20 seconds. (Read the release.) While the company claims its metric works the same way on mobile — and can make geo-targeting more viable — it has not gotten approval for the mobile version.
The accreditation comes a day after a Media Rating Council official took the stage at the Interactive Advertising Bureau’s Mobile Marketplace conference to make the point that no mobile ad product has received the audience measurement auditing firm’s accreditation for viewability.
The metric can be combined with assurances that geo-data accessed for targeting via WebSpectator’s publisher/sales platform is accurate. Together, WebSpectator believes it can offer marketers who use its services two things are increasingly in demand: confidence that geo-targeted ads are hitting their marks and trust that those ads are in placements that actually being seen.
The viewability metric covers three types of ad formats: in-feed units, paid search placements, and recommendation tools that are placed on publishers’ mobile web properties (e.g., a pop-up that asks a viewer to “check out the next post” or a drop-down menu directing users to other areas of a site).
The Santa Monica ad tech company has other products that have been approved by the Media Ratings Council, the non-profit industry organization that audits audience measurement products across TV, film, radio, print, and digital. The accreditation of WebSpectator’s GTS for Viewable Content could pave the way for advancing placements for both location-based ads and native formats.
“While content marketing and native have become increasingly popular techniques for reaching audiences on digital screens, measuring engagement for this type of advertising has been a challenge – until now,” said Andre Parreira, WebSpectator’s CEO, in a statement. “The ‘GTS For Viewable Content’ … taps into the data-rich benefits of programmatic buying and selling, where variables like geo-data and context can be fine-tuned to reach the right audience at the right time.”