Interesting to see more transparency coming into the media buying space. With brands looking at True ROI of the spend, paying for impressions and views that actually get delivered is so important.
Would be interesting to see how this transpires into other media buying platforms including display ads or how bigger brands can also deliver brand safety and better whitelisting with their platforms.
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.