• by Tyler Loechner  @mp_tyler, September 10, 2014

In a bid to help boost the quality of digital video advertising, video ad management platform Vindico on Wednesday announced that it now allows digital publishers to license its viewability measurement technology, Adtricity, for free.

The announcement comes shortly after transparency concerns in the programmatic industry were highlighted by the World Federation of Advertisers (WFA) and just days after Vindico’s own study found that just 45% of all video ad impressions were viewable in Q2 2014.

"It is time for the industry to become fully transparent about ad inventory and performance to improve the marketplace’s efficiency," stated Matt Timothy, president of Vindico.