Teads and Oracle make only 100% viewable ads billable with new measurement deal
By John McCarthy
Source: www.thedrum.com, July 2019
Video advertising company Teads has launched a new product charging brands only for viewable ad placements.
To guarantee buyers 100% viewability, advertisers will only pay for spots that fulfil their specific viewability criteria. Advertisers can choose to set their viewability standard. Any buys that fail to fulfil the standard will not be billed.
To deliver this, it will measure the total viewable exposure time of each ad impression for all viewable CPM and cost per completed view buys. It is collaborating with Oracle Data Cloud’s Moat services to deliver the feature serving as a 3rd party verification vendor to measure viewability. Teads claims that its predictive AI technology will help buyers achieve the lowest cost per viewable impression. The metric is also designed to meet partner concerns around viewability in the digital advertising ecosystem.
“We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count,” says Mark Kopera, head of product for Moat at Oracle Data Cloud.
“Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement.”
Buys that don’t fulfil the criteria will be offered as free media. It hopes the move to cost per viewable impression will function better than the viewability on total impressions metric.
Bertrand Quesada, chief executive of Teads, added: “Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions.”
“With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”
Teads claims to connect advertisers to an audience of over 1.5 billion people every month. It has a team of more than 750 people in 26 countries. It works with the BBC internationally to run video ads to a reported 95m monthly users.
