The result is that reports on campaigns run by InSkin will include viewability rates and in-view time - across all types of ad format on any device such as a desktop, smartphone and tablet. It will be benchmarked against Moat’s database of billions of impressions.
A contributing factor in the partnership is said to be a study InSkin conducted with consultancy FaR Partners last year which revealed nearly two-thirds (63%) of senior agency and publisher executives felt viewability standards need to be updated to adequately measure viewability for larger, non-standard ad formats – particularly skins and wallpapers. The study also said the most important challenge facing online ad viewability is measurement.
Steve Doyle, InSkin's Chief Commercial Officer pointed out: "The research was prompted after asking several leading vendors to measure the viewability of our non-standard ad formats, according to the current standards. The results ranged from a staggering 5%, to 85%.”
He went on to say: “In a complex online advertising environment, validating ad exposure is a crucial stepping stone on a brand advertiser’s path to proving ad engagement and effectiveness. Our partnership with Moat will help advertisers to achieve that.”
The partnership will roll out internationally from February 2016, starting in the UK and Germany. Jonah Goodhart, Moat's Co-Founder/CEO, added: "Viewability across campaigns is the starting point of a bigger conversation about how consumers pay attention to digital ads. We applaud InSkin’s leadership in the industry and commitment to transparency, accountability, and measurement of campaign effectiveness beyond traditional response metrics."
