MediaMath launches 'guaranteed viewable' market

Promising access to "100% viewable, 100% fraud-free" inventory, MediaMath today announced the release of its Guaranteed Viewable Market. 

The 'beta' offering provides impression-level verification and in its beta release offers execution across mobile, desktop and DOOH channels, the company said. It is available in global markets including the US, Canada, Australia, Japan and Singapore. 

The company said the platform only surfaces for auction inventory that has the highest probability of viewability, based on factors including placement characteristics and publisher contextualization. After the impression, inventory is viewability-verified by Moat and measured for fraud by DoubleVerify. Marketers do not pay for impressions that fall short of performance requirements.

The Guaranteed Viewable Market is being launched in collaboration with Underscore CLT, a blockchain technology company that is funded by MediaMath’s captive venture fund, MathCapital.

“Buying viewable media is notoriously difficult to execute and even more difficult to scale, preventing viewable media from contributing outsized ROI for brands," Lewis Rothkopf, MediaMath’s head of supply products, said in a media release. "Not anymore. We’ve created a simple, scalable means to activate viewable, fraud-free media across channels.”

Isaac Lidsky, Underscore CLT’s president, said the effort is "exactly the right place to start" toward building a brighter future for the digital marketing industry using blockchain.