PointRoll To Add Video Viewability Tool

PointRoll, a Gannett company, on Tuesday announced plans to release a video viewability tool for marketers. The tool will report whether in-stream videos were viewable and will also capture the size of the publisher’s video player.

The viewability tool will track the number of people who see 25%, 50%, 75% and 100% of a particular banner ad. This is similar to how the open-source video viewability tool, OpenVV, measures viewability. PointRoll was one of the first 20 members of the OpenVV initiative.

In addition, PointRoll has announced ADView -- a technology that can pause in-banner video ads when users scroll away -- per a release. PointRoll built the ADView technology in-house.

PointRoll is seeking Media Rating Council (MRC) accreditation for its viewability tool -- which it says complies with IAB’s VAST 3.0 and VPAID 2.0 standards -- by early fall.

Todd Pasternack, vice president of product strategy at PointRoll, says the ADView tool will measure desktop, smartphone and tablet video ads. Both new offerings -- the viewability/verification tool and ADView -- will be available on June 30.

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