Publicis Groupe’s VivaKi on Tuesday announced it has joined the OpenVV consortium, which offers a viewability tool for in-stream video ads. The OpenVV group was formed last May.
OpenVV was created to offer a common technology that
advertisers could use when measuring viewability in digital video ads. VivaKi is the first agency trading desk to join the group and use the technology.
Cheryl Stump, AOD video director at VivaKi, stated that the company believes a “collaborative approach to establishing standards” is required to move forward with online video advertising.