Videology, a software provider for converged TV and video advertising, has announced an industry-first in viewable campaign delivery.

Videology says its platform will now allow users to transact on viewability as a currency, defined as viewable CPM (vCPM). Within the platform, clients will be able to plan, buy and execute against a guaranteed price for a guaranteed number of viewable impressions as measured by 3rd party vendors Moat, DoubleVerify or Integral Ad Science. In addition, the platform will offer the flexibility of doing so using either the MRC Standard (50 per cent of pixels on screen for at least two consecutive seconds) or an Extended Viewability Standard (100 per cent of pixels on screen for at least 50 per cent of the video duration, with audio on and the play initiated by a human).

“We take viewability extremely serious at Accuen as we know that this is an area of ongoing concern for video advertisers and we are proud of our industry leading viewability rates in digital display,” said Adam Pace, MD Accuen UK. “The ability to buy guaranteed viewable impressions will ensure that our clients’ budgets are being spent on ads that are actually being seen—which is clearly the baseline for effectiveness. It’s a big step forward, and we applaud Videology for their ongoing work in ensuring quality within video advertising.”

“Quality is, and has always been, the hallmark of our platform. It’s what allows us to dramatically and consistently outperform the industry in terms of brand lift metrics,” said Scott Ferber, Chairman and CEO, Videology. “We’re ecstatic to be the first-to-market with a self-service platform that allows users to guarantee the delivery of viewable impressions at a fixed price as measured by 3rd party data. Deepening our partnerships with best-in-class providers to allow enhanced transaction capabilities on viewability is just another differentiator that allows us to deliver superior, guaranteed results to our clients.”

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