VideoAmp, a video platform for the TV and video ecosystem, announced Tuesday new industry-leading transparent video viewability measurement and optimization capabilities.
The capabilities are available in its self-serve console and as a campaign-based service, an emailed statement reads.
VideoAmp is able to achieve viewability rates of 80% and better through its proprietary multi-dimensional optimization capabilities within its software console, with the product enhanced by unique integrations and a partnership with Integral Ad Science (IAS).
VideoAmp’s integration combines “pre-bid” filtering for viewability, brand safety, and non-human traffic. Advertisers can leverage IAS data and settings within the VideoAmp console. This also includes complete post-campaign reporting.
Video is by nature a much more scarce inventory source than display, thus the incentive for fraud and other illicit behavior is more pronounced, the company says.
This makes dual goal advertising in high quality environments at scale extremely challenging. VideoAmp’s technology goes deeper, it can drill down to viewability scores of the operating system (Windows vs. Mac), browser type, or geographic location. Action can then be taken to optimize performance while preserving scale, since you wouldn’t have to stop buying a whole site, but perhaps just the browser type pushing down your scores.
“We’ve been working with several holding companies, with both the self serve programmatic and media investment teams, and the average performance on several recent campaigns have been ranging between 80% to 90% consistently, achieving significantly higher viewability rates, efficient viewability CPMs, and hitting overall reach goals,” said Jay Prasad, Chief Business Officer T VideoAmp. “We can provide campaign alternatives and pricing models that guarantee performance with confidence. By being able to combine ‘pre-bid,’ with real time control, we will stand by our clients and not charge them for any impression that was deemed fraudulent, or not brand safe, and furthermore not charge for any impression that is beneath 80%.”
