{"id":302429,"date":"2017-02-07T05:00:00","date_gmt":"2017-02-07T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/"},"modified":"2017-02-07T05:00:00","modified_gmt":"2017-02-07T05:00:00","slug":"rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/uk\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/","title":{"rendered":"Rubicon Project And Integral Ad Science Ink Viewability Deal"},"content":{"rendered":"

<\/p>\n

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By Sean Larkin, The Drum<\/a><\/p>\n

\u00a0Rubicon Project has paired with Integral Ad Science (IAS) to better assure advertisers that ads bought on its network will actually be seen, as marketers become increasingly demanding of media space bought using programmatic technologies.<\/p>\n

The under-fire adtech outfit has today (February 6) announced that it has partnered with IAS to provide media buyers with \u201cviewability scores\u201d for display and video ad placements on its exchange.<\/p>\n

This means that advertisers working with Rubicon can now be served with a viewability score (provided by IAS) informing them of the likelihood that an ad will actually be seen whenever they place a bid on a specific ad slot.<\/p>\n

The combined Rubicon and IAS viewability offering is now available to IAS clients, and uses the IAB\u2019s new OpenRTB 2.5 metric object to reveal in the bid request just how well each individual ad placement is positioned on the page for a consumer to see it.<\/p>\n

\u201cArmed with placement-level predictive viewability scores, media buyers in the Rubicon Project marketplace can make better-informed pricing decisions, establish accurate performance measurements, and execute increasingly sophisticated strategies,\u201d said David Marquard, vice president of product management, IAS.<\/p>\n

He added: \u201cOur data will also empower publishers to use viewability as a selling point including \u2013 in the near future \u2013 packaging and merchandising high-performing inventory more effectively on Rubicon Project\u2019s industry-leading orders platform.\u201d<\/p>\n

Issues such as viewability are increasingly topping the agenda when it comes to advertisers\u2019 concerns when it comes to investing in online media space, as marketers seek assurances they are getting value for money. This was laid bare last week when Procter & Gamble\u2019s brand chief Marc Pritchard used his IAB Annual Leadership Meeting keynote address to explain his concerns around transparency in the space.<\/p>\n

\u201cP&G believed the myth that we could be the latest mover on all the new shiny objects despite the lack of standards in measurement and verification,\u201d he said, while pointing out a four-point plan the business has put in place to exert greater control over the quality of its media strategy.<\/p>\n

In his address, P&G’s Pritchard specifically raised issues around discrepancies in how media owners measure the performance of ad placements<\/a> on their networks, and revealed his expectation that media owners will partner with third-party measurement vendors (accredited by The Media Ratings Council) to give a more independent assessment of their quality of their inventory.<\/p>\n

\u201cWe need better advertising to drive growth, enabled by media transparency to drive a clean and productive media supply chain,\u201d he added.<\/p>\n

The partnership between Rubicon and IAS marks part of the publicly-listed adtech outfit\u2019s attempt to implement a turnaround in its fortunes, with Rubicon reportedly attempting to find a buyer<\/a> in the wake of its announcement that it will lay off 19% of its global workforce<\/a> during its most recent earnings call.<\/p>\n

Concerns around transparency in the online media space \u2013 specifically those in the adtech, or programmatic, sub-sector \u2013 are widely accredited as one of the chief catalysts fueling the market correction many of those in the space are currently enduring, with many asserting that 2017 will be a year of reckoning<\/a> in the space.<\/p>\n

Read the original article on The Drum here<\/a>.<\/p>\n<\/div>\n

<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Rubicon Project has paired with Integral Ad Science (IAS) to better assure advertisers that ads bought on its network will actually be seen, as marketers become increasingly demanding of media space bought using programmatic technologies.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[77,79],"class_list":["post-302429","portfolio","type-portfolio","status-publish","hentry","portfolio-types-news","portfolio-types-press-coverage"],"acf":[],"yoast_head":"\nRubicon Project And Integral Ad Science Ink Viewability Deal - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rubicon Project And Integral Ad Science Ink Viewability Deal\" \/>\n<meta property=\"og:description\" content=\"Rubicon Project has paired with Integral Ad Science (IAS) to better assure advertisers that ads bought on its network will actually be seen, as marketers become increasingly demanding of media space bought using programmatic technologies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/\",\"url\":\"https:\/\/integralads.com\/uk\/news\/rubicon-project-integral-ad-science-ink-viewability-deal-assure-advertisers-independent-measurement\/\",\"name\":\"Rubicon Project And Integral Ad Science Ink Viewability Deal - 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