Source Rubicon Project
Rubicon Project, the advertising marketplace, has partnered with tech and data firm Integral Ad Science (IAS) to offer third-party viewability scores for display and video ads at individual ad placement level and deliver those scores within the auction bid request.
Jeremy Mason, VP, Business Development, Audience Science, says:
“With this important innovation, Rubicon Project and IAS have significantly advanced the viewability discipline. We look forward to working with them to bring this valuable data to advertisers everywhere who seek increased transparency and efficacy across the purchase, execution, measurement and attribution process.”
The combined offer will be available to IAS clients and its partners for display and video ads on mobile and desktop devices. It taps the IAS MRC-accredited viewability solution, Rubicon Project’s publisher catalouge as well as the IAB OpenRTB 2.5 metric object to update bid requests regarding how well each individual ad placement is positioned on the page for the consumer to see it.
David Marquard, VP, Product Management of Integral Ad Science believes that such predictive viewability scores for placements are just what media buyers need to make better pricing decisions. He hopes that IAS data will also “empower publishers to use viewability as a selling point including – in the near future – packaging and merchandising high performing inventory more effectively on Rubicon Project’s industry-leading Orders platform.”
Source Integral Ad Science
Tom Kershaw, Chief Product & Engineering Officer, Rubicon Project, adds:
“Our unique viewability solution will provide buyers with the data signals they need to make better real-time buying decisions and successfully execute campaigns across our open and private marketplaces. Placement-level viewability data is also crucial to publishers, enabling them to evaluate and optimize their inventory at the atomic level, driving superior performance and pricing and ultimately maximizing long-term yield.”