Is 100 percent mobile ad viewability even possible?
Millennial Media thinks so. A leading independent mobile ad marketplace, the company just announced it will offer a 100 percent viewability guarantee for in-app mobile advertising campaigns, according to the ad network.
That’s a pretty big promise — and great insurance for mobile marketers.
Marketers, of course, are tired of paying for ads that no one actually sees, and would like more confirmation that their dollars aren’t going down a hole of fraud, un-viewability, or poor data on actual impressions.
Viewable ads render digital advertising more accountable and comparable to other media.
“The mobile ad ecosystem is desperately seeking guidelines around viewability,” said Michael Barrett, who is president & CEO at Millennial Media as well as an IAB Board Member. “Today, we are choosing the highest standard possible by offering a 100 percent in-app viewability guarantee.”
Millennial will work with partner Integral Ad Science (IAS).
“We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability,” Barrett added. “We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100 percent viewable, brand safe, and fraud free impressions.”
For its part, IAS started with a recent audit of Millennial’s network. The companies have also been working with publishers to pursue technical changes that boost viewability.
“Mobile has quickly become the first screen and most accessed device. As such, viewability in mobile is more important than ever,” said Scott Knoll, president & CEO at IAS. “We leverage the most advanced science and technology to enable our clients to understand the quality of their media.”