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BizReport : Advertising : May 23, 2012


DoubeVerify's AdView ups the measurement ante

This week DoubleVerify launched a new ad measurement tools which goes one step further than most industry standards. Called AdView, the platform takes ad measurement farther by measuring percentages of creative elements rather than full renderings.

by Kristina Knight

For example, using AdView, if an ad renders to 50% because a user switched tabs, it would still measure that element for the amount of time it displayed as well as brand exposure for that amount of time.

"DoubleVerify's proven success in verification and remediation has already helped our clients save on their advertising dollars and helped make better utilization of ad inventory," said Oren Netzer, CEO of DoubleVerify. "With AdView, we are helping clients increase campaign effectiveness further and improve viewability of their ads."

"We've been using DoubleVerify for content verification for several years now," says Mitchell Weinstein, SVP managing partner, US director of ad operations at Universal McCann. "The addition of the AdView product gives us another layer of insights and will help us ensure we are spending our clients' media dollars as effectively as possible."

DoubleVerify has released some initial findings from AdView:

• 54% of impressions matched IAB viewability parameters
• 95 seconds was the highest brand exposure for one major advertiser
• Average viewability rates declined 54% after one second, 43% after 3 seconds and 36% after five seconds

Advertisers can use the tool to optimize campaigns, ad networks can use the data for inventory management and publishers could use AdView for website design, to optimize ad placements and to assign appropriate CPMs to inventory.






Tags: advertising measurement, advertising tools, AdView, DoubleVerify, online advertising








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