33Across launches ‘first open exchange along with only viewable inventory’

Graphic from 33Across

Graphic from 33Across

Only in an industry such as digital advertising would the ability to display most of the ad for at least one 2nd be considered a feature.

Advertisement platform 33Across has decided that will viewability should instead be a regular, so it has launched AttentionX , which this describes as the first open advertisement exchange containing only viewable advertisement inventory.

“ Individual [viewers] and watchable [inventory] must be the building blocks for programmatic buying, ” TOP DOG Eric Wheeler said in a declaration.

Viewable compared to non-viewable. The stock on most open exchanges, according to their company, can be 50 to seventy percent non-viewable. Higher levels of viewability can exist on a private market place, Wheeler told me, but that requires customized arrangements and viewability guarantees.

In 2015, 33Across announced a 100 percent viewability guarantee, exactly where non-viewable ads would be refunded towards the advertiser. But Wheeler pointed out that their company was then supplying various other exchanges with its inventory and its assure, before launching its own exchange in regards to a year ago.

Today, that exchange has morphed straight into AttentionX, where every piece of supply has been pre-scored for viewability just before it enters for bidding, creating a 100 percent guarantee no longer needed.

“ DSPs plug in plus it’ s all viewable, ” he told me, “ so an assurance is superfluous. ”

Besides, Wheeler said, a viewability guarantee is a hassle, requiring marketers and exchanges to settle up later on.

The viewability standard. The viewability is scored pre-exchange via JavaScript on the page of the participating author that allows 33Across to see the viewport screen, a description of what is noticeable to the user. 33Across says the network includes over 1, five hundred global publishers.

Additional exchanges, Wheeler said, filter supply after it’ s come in then score the viewability while the advertisement is being delivered, using historical information. No one else has “ scanned the impression quality for viewability before it gets to the swap, ” he said.

33Across uses the Interactive Marketing Bureau (IAB) viewability standard: a minimum of 50 percent of the ad in view designed for at least one second. AttentionX’ s advertisements are static imagery, animation or even rich media.

Along with meeting that minimum standard, AttentionX also offers time-in-view ads, which are a minimum of 50 percent visible but in increments as much as 25 seconds. This works better compared to some attempts at cost-per-second prices, the company says, because advertisers could use their accustomed CPM prices.

Why you should treatment. It’ s hard to imagine that digital advertising can obtain the full credibility it needs when big swaths of inventory are still marketed even though ads delivered to them might not be — you know — seen. It’ s like airlines selling a person tickets to flights that may or even may not ever take off, but we’ ll settle up later.

33Across’ s approach associated with pre-scoring inventory requires its JavaScript on page to predetermine the particular viewport, but that may be the price of repairing credibility. Its new viewable-only swap may represent the next step beyond ensures and could raise the bar beyond the particular “ half an ad for just one second” minimal IAB standard.

This approach builds on the motion in the last several years to address the viewability dilemma, including Google’ s Active View regular for delivered advertisements, GroupM’ ersus raising the bar to 100 percent of the ad or maybe the recent addition of time-in-view metrics in an Integral Ad Science record. 33Across’ new pre-exchange scoring associated with ad space may offer a brand new metric for this evolution.

This story first appeared upon MarTech Today. For more on marketing technology, click the link.


Regarding the Author

Barry Levine addresses marketing technology for Third Doorway Media. Previously, he covered this particular space as a Senior Writer regarding VentureBeat, and he has written about these types of and other tech subjects for this kind of publications as CMSWire and NewsFactor. He founded and led the internet site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful online game, PLAY IT BY HEARING: The First CD Game; founded plus led an independent film showcase, MIDDLE SCREEN, based at Harvard plus M. I. T.; and offered over five years as an advisor to the M. I. T. Mass media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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