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Ooyala adds viewability measure

Ooyala, an expert in video publishing, analytics and monetisation, has introduced a new feature in its video ad campaign management workflow that enables clients to book campaigns based on ad completion, in addition to traditional CPMs. In a move to better align the interests of video publishers with video advertisers, customers of Ooyala’s Videoplaza ad serving software can now not only report on campaigns based on ad completion but can also plan and book campaigns based on these engagement metrics.

Using viewability-based measurement gives broadcasters and publishers more accurate audience metrics based on how long a viewer watched a particular video advertisement. They can then tailor ad campaign goals based on certain completion events or set delivery goal benchmarks. While other ad serving platforms offer viewability reporting, Ooyala is in a unique position to enable companies to plan their campaigns based on ad completion, and to report back on revenue in the same fashion.

Ooyala customers can now integrate completion metrics, as well as traditional impression-based metrics or CPMs, into all aspects of their advertising campaigns. Using Ooyala’s completion metrics, companies can sell ads based on actual advertisement views and engagement, increasing the revenue potential for higher performing video assets, while strengthening the trust and partnerships between them and their ad buyers.

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