AdColony partners with Moat, IAS & DoubleVerify on metrics

AdColony, the in-app video marketplace, is fully compatible with major viewability measurement partners for both programmatic and managed service campaigns. AdColony has partnered with Integral Ad Science (IAS), MOAT and DoubleVerify, providing a range of options that will give AdColony customers the flexibility to work with the ad quality measurement vendor of their choice.

According to a 2017 Credit Suisse survey of marketing professionals responsible for a combined spend of USD 21 billion, nearly a third of respondents claimed viewability was their number one concern in digital advertising. This figure was over a 50 per cent increase from a similar study done in 2016. Leading brands like Procter & Gamble have also gone on record claiming they believe that 20 to 30 per cent of media spend is wasted due to a lack viewability and transparency.

Unlike online or mobile web solutions, which can integrate viewability partners with a simple tag, the in-app environment requires complex technology integrations at the SDK level. The integration challenges have led to a lack of adoption for mobile in-app advertising measurement solutions.

“User-initiated in-app video is proving to be the most effective ad format in digital media, and we’ve seen that compared to mobile web, the in-app experience is more user friendly and brings better results. However, the lack of transparency has held the space back. We want to make in-app advertising 100 percent transparent, and when marketers can compare in-app to other formats in a measurable way, we are confident that they will continue to shift spend into the space,” said Şekip Can Gökalp, EVP, exchange at AdColony.

 

The post AdColony partners with Moat, IAS & DoubleVerify on metrics appeared first on Digital Media Marketing News.

Via Digital Market Asia

Copenhagen INK

Lars is the owner of Copenhagen INK and is an experienced and passionate marketer with a proven track record of driving business impact through innovative commercial marketing initiatives.