Yahoo has made independent viewability and fraud measurement for video advertising available on all its properties.
Yahoo is partnering with third-party measurement companies that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC). Advertisers running campaigns with Yahoo can choose from a variety of measurement solutions for greater transparency into campaign performance to ensure appropriate return on advertising spend, brand safety and ad effectiveness.
“We’ve been investing in viewability and fraud measurement solutions to increase trust between advertisers and publishers for some time now,” explains Dennis Buchheim, VP of product management at Yahoo. “At Yahoo, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice, which is why we’re partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web.”