|By Marketwired .||
|April 28, 2014 12:58 PM EDT||
NEW YORK, NY -- (Marketwired) -- 04/28/14 -- Undertone, a leader in creating digital advertising solutions for brands, has announced the launch of Verified View, a new product that allows advertisers to purchase display ads and select IAB Rising Stars on a Cost per Viewable Impression basis, as measured by independent, accredited third parties. The launch follows the recent announcement from the Media Rating Council (MRC) that its viewability advisory has been lifted, paving the way for viewable impressions to become a currency for digital advertising transactions.
Verified View offers advertisers confidence that they will only be charged for ad impressions that are viewable by users. This uniquely differentiates Verified View from other products in market that are focused solely on reporting on in-view rate. The MRC defines a viewable impression as an ad served with at least 50% of its pixels in the viewable portion of a browser for a minimum of one second. Verified View will initially apply to display units and select IAB Rising Stars units. It's expected that the new pricing model will be extended to additional units as the MRC continues to update its stance on viewability measurement.
Verified View will support measurement by four MRC-accredited vendors*: comScore, DoubleVerify, Integral Ad Science and Moat with the goal to support additional viewability vendors as they become accredited in market.
"Undertone fundamentally believes that marketers should have complete confidence that their digital ads can be viewed by consumers," said Eric Franchi, Co-Founder and Chief Evangelist, Undertone. "Our product suite of inherently viewable large canvas ad units like PageGrabber® and ScreenShift® have long given advertisers this level of confidence. Now, with the launch of Verified View, this level of viewability is extended to the IAB Rising Stars and standard display units in an offering that is unmatched in the industry. While other offerings in the market report on viewability rates post-serve, this product ensures advertisers actually get what they paid for, and is based on independent data not in house technology."
"Undertone has always taken a leadership position around the concept of quality in digital advertising," said Anthony Psacharopoulos, Executive Vice President, Comscore. "With the MRC's advisory now lifted, viewability will undoubtedly become a new yardstick for measuring quality, making Verified View a smart addition to the company's existing product suite. We're excited to partner with Undertone on this initiative."
* Viewability rates for the IAB Rising Stars are not measured by every MRC-accredited provider.
Undertone is a digital advertising company that sits at the intersection of media, creative and technology. We develop immersive video, high impact and display ad units that enable brands to engage consumers beyond the confines of traditional banner ads. Through our technology platforms, we deliver these ads across screens and devices on a handpicked portfolio of publisher partners. Find out more at www.undertone.com.