New York, May 13, 2014—Videology—one of the world’s largest video advertising platforms— today announced that it has received Media Rating Council (MRC) accreditation for its measurement of viewable video impressions. MRC accreditation was based on an audit that assessed Videology’s compliance with MRC’s Minimum Standards for Media Rating Research, applicable IAB Measurement Guidelines, and the Viewable Impression Measurement Guidelines draft recently released by MRC. In addition to the newly accredited viewability metrics, MRC also granted continued accreditation to Videology for its measurement of digital video served impressions, as well as its counts of served display impressions.
“We congratulate Videology for meeting the rigorous requirements necessary to earn accreditation of its viewable video impression counting process,” stated George W. Ivie, Executive Director and CEO of the MRC. He added, “Buyers and sellers of online digital advertising who rely on Videology’s viewability measurements can now do so with the confidence that MRC accreditation provides.”
In addition, Videology announced the launch of ViewpointSM—a suite of tools designed to allow advertisers and media companies to make safer advertising decisions in the video space. The suite takes a three-pronged approach to safety, focusing on fraud prevention, and content quality, in addition to the newly MRC-accredited viewability solution.
“The issues of safety are complex, and evolving, and we wanted to be sure that we were building the right technologies and partnering with best-in-breed players in the industry,” said Scott Ferber, Chairman and CEO, Videology. “Our recent MRC accreditation for viewable impressions shows we’re on the right track. Viewpoint, however, allows us to address the full scope of issues rather than cherry-picking a hot topic, such as viewability.”
“The proactive work that Videology has done in terms of identifying and eliminating fraudulent impressions has reaffirmed our choice to partner with them for our media buying practice,” said Cheryl Stump, Director of Video, VivaKi’s Audience On Demand. “Protecting our clients’ investment in digital video is a top priority, and the better safety standards that are put in place by the technology platforms we rely on, the more we can focus on the bigger, more strategic uses of the medium.”
Viewpoint addresses brand safety within the digital video marketplace in the following ways:
- Viewability: Videology’s proprietary, MRC accredited viewability tool uses a unique combination of geometric and browser measurement to detect whether an ad is viewable on a user’s screen. Within Videology’s Campaign Engine marketers are able to use the advanced reporting dashboard which indicates the volume of ads measured as “viewable” according to the MRC standards, as well as the volume of ads visual at each quartile of play, and the impact of viewability on consumer action and brand perception.
- Fraud Prevention: Videology employs a mix of proprietary and third-party solutions to monitor sites for common fraud risk indicators such as user frequency, performance anomalies and various other red flags. The solutions include (i) verification of every impression against the IAB/ABCe International Spider & Bots List, (ii) system-wide quality audits performed by third-party vendors such as DoubleVerify, Integral Ad Science, and White Ops, and (iii) internal tools that monitor sites for fraud risk indicators. “Over the last few months, we’ve been working closely with Videology to aggressively address the problem of automated fraud by accurately differentiating their real human traffic from the bots,” says Jon Bond, Chairman of White Ops. “When companies like this—with their ability to impact a substantial portion of the advertising industry’s video media—take a stand against fraud, it represents real progress, the value of which cannot be overstated.”
- Content Quality: Videology maintains some of the strictest requirements in the industry for inventory approval at the site level. Videology accepts an average of 10% of all ad requests from public exchanges based on approved specifications. Videology also works with third-party solution providers, including DoubleVerify and Trust Metrics for additional content quality control.
“Media quality is essential to the success of every digital campaign and we applaud Videology for launching Viewpoint to address this important need,” said Harmon Lyons, VP Business Development of Integral Ad Science. “We are proud to work with Videology to help ensure fraud-free placements.”
“Viewpoint is leading the industry in protecting brand advertisers from the various threats to their video investment, and in helping publishers improve performance against these metrics,” added Ferber. “That said, we view brand safety as merely the point-of-entry. It’s something that needs to be addressed and solved for so that we can move on and focus on the innovative and truly revolutionary capabilities that digital video can offer advertisers.”
Videology (videologygroup.com) is one of the world’s largest video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in New York, NY with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Tokyo, Singapore, Sydney and sales teams across North America.
For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.