MediaMind announced today our new Verification Suite, including a viewable impression measurement solution, fully integrated into the MediaMind ad serving platform.
MediaMind’s acquisition of Peer39 earlier this year, along with the recent partnership with verification provider ADagoo, enables MediaMind to offer the most complete Verification Suite of any major ad server, including capabilities for verification, brand safety, ad blocking, digital tear-sheets and now viewable impression metrics. Agencies and advertisers typically have to deal with many vendors for their verification needs, but MediaMind’s new fully integrated Verification Suite requires no additional tagging efforts and provides consolidated reporting and billing.
“It’s an agency’s core job to ensure that our clients only pay for valuable ad placements,” said Nils Röhrig, Head of Interaction Trading EMEA at GroupM. “Getting reporting through the MediaMind platform on what ads are viewable and which are not is crucial, especially at a time where people are becoming more reluctant to deal with impressions only.”
MediaMind’s enhanced viewability offering is an ideal solution for marketers because it gives clients different options to adjust the viewability threshold. Advertisers can decide to select the current 3MS – Making Measurements Make Sense – recommendation, currently defining a viewable impression as one where at least 50% of the ad is viewable to a consumer for at least one second or they can choose to implement a more stringent level — such as 100% viewable for at least 5 seconds. This flexibility and control is designed to allow traditional brand marketers to better gauge the value of their online activities and arrive at a truer sense of the audience their message reached.
“It gets very cumbersome for agencies to wade through numerous vendors for different solutions,” DG CMO, Ricky Liversidge said. “The MediaMind Verification Suite gives agencies an easy-to-use, cost efficient and integrated set of verification and viewability tools they can use to maximize their client’s media campaigns and budget.”
MediaMind has submitted its viewability solution to the MRC for accreditation consideration.
Viewability, and the rest of the MediaMind Verification Suite, is now available as an open Beta to all MediaMind clients, with general release expected in early November 2012. The pervasiveness of iFrame ads has traditionally posed a challenge to verification providers in gaining adequate coverage for measurement. However, MediaMind is able to leverage advanced Rich Media technologies to boost the rate of recordable impressions and improve the overall accuracy of its Viewability reporting. Actual benchmark results for viewability rates and recordable rates are expected to be available in Q4 2012. The Verification Suite is available in North America, the UK and Australia and Viewability is available globally.