• by Tyler Loechner  @mp_tyler, February 23, 2015

Correction: This article has been updated to reflect that Adform is not accredited by the MRC for its viewability measurement product, as was initially stated. Adform's viewability tech is recognized by the IAB and was audited by BPA.

Adform, a Denmark-based demand-side platform (DSP), on Monday announced it has rolled out new technology to guarantee viewability for programatic ad buyers. Advertisers won’t be billed for non-viewable impressions when buying through the DSP’s private marketplace, per a release.

Advertisers can use the platform to choose if they want to buy only in-view ads, and for what maximum price, explained Martin Stockfleth Larsen, chief marketing officer of Adform.

Larsen said Adform already has over 50 publishers committed to selling their inventory against Adform’s guaranteed viewability tech. “The pre-launch feedback has been very positive and premium publishers want to get started as they know it’s a way for them to distinguish from long-tail publishers,” he said.

Larsen acknowledged that Adform will use its own technology to measure the viewability of ads. Adform's viewability measurement technology was audited by BPA Worldwide and is recognized by the IAB.