WPP’s GroupM today announced it is imposing its viewability standards globally and strengthening them for social and mobile newsfeed environments. It’s also undertaking a research to study the performance of social and newsfeed video.
The Association of National Advertisers surveyed its members to understand marketers’ perspectives of viewability verification procedures used by digital media owners and found that the majority of respondents (97%) believe all digital media owners’ inventory should be measured by a third party.
Google has begun allowing third-party viewability reporting on YouTube, broadening the options in addition to Active View, according to the company. Moat, Integral AdScience, comScore and DoubleVerify are a select set of third-party vendors that have been approved to report ad viewability on YouTube. The shift begins with Moat in early 2016.