AdColony, the ad quality video marketplace, announced that the company is fully compatible with all major viewability measurement partners for both programmatic and managed service campaigns. AdColony is the first in-app video marketplace to partner with Integral Ad Science (IAS), MOAT and DoubleVerify, providing a range of options that will give AdColony customers the flexibility to work with the ad quality measurement vendor of their choice.
Unlike online or mobile web solutions, which can integrate viewability partners with a simple tag, the in-app environment requires complex technology integrations at the SDK level. The integration challenges have led to a lack of adoption for mobile in-app advertising measurement solutions. Now, for the first time, marketers who value transparency have a reach platform that is fully measurable with all major partners.
“User-initiated in-app video is proving to be the most effective ad format in digital media, and we’ve seen that, compared to mobile web, the in-app experience is more user friendly and brings better results. However, the lack of transparency has held the space back,” said Şekip Can Gökalp, EVP, exchange at AdColony. “We want to make in-app advertising 100 percent transparent, and when marketers can compare in-app to other formats in a measurable way, we are confident that they will continue to shift spend into the space.”
According to a 2017 Credit Suisse survey of marketing professionals responsible for a combined spend of US$21 billion, nearly a third of respondents claimed viewability was their number one concern in digital advertising. This figure showed an over 50 percent increase from a similar study done in 2016. Leading brands like Procter & Gamble have also gone on record claiming they believe that 20 to 30 percent of media spend is wasted due to a lack viewability and transparency.
AdColony is dedicated to solving this issue, and since integrating with MOAT in 2016, the company has delivered results over 100 percent higher than benchmarks in multiple categories. Specific highlights include:
- Human viewable rate of 96.7 percent, 109 percent higher than benchmarks
- Completion quality of 100 percent, 123 percent higher than benchmarks
- Reached completion rate of 93.5 percent, 228 percent higher than benchmarks
AdColony is the largest source of user initiated video, with direct connections to thousands of the top apps in the world. To learn more about AdColony’s supply, technology or measurement solutions, visit www.adcolony.com.
AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally. With a mission to elevate the state of mobile advertising by focusing on the highest quality consumer experiences that deliver outcomes for brands and publishers on today’s most popular apps and sites, AdColony is trusted by Fortune 500 brands and more than 90 percent of the world’s top grossing mobile publishers. Known for our exclusive Instant-Play™ HD video technology, proprietary rich media formats, our global performance advertising business and programmatic marketplace, and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera Software ASA, AdColony is a global organisation with over 20 offices worldwide.