• by Sara Guaglione , October 20, 2015

SpotX and Moat have partnered to provide a viewability targeting feature that allows buyers to select a minimum viewability threshold for their ad buys.

SpotX, the video inventory management platform, and independent ad analytics company, Moat, worked together on the feature to measure viewability and performance metrics across inventory sold through its platform.

The new check-box viewability targeting feature is a response to market needs, Kelly McMahon, VP of demand at SpotX, told Real-Time Daily.

For example, if buyers want at least 70% of their ads in a campaign to meet the MRC’s viewability requirement, they can select 70% in the system, and it will ensure this based on historical data, per McMahon.

The addition of Moat’s analytics to the SpotX platform will allow publishers to understand how their campaigns are selling and optimize yield from their video inventory, making SpotX the first video platform to offer this type of feature for publishers to manage viewability directly from within its platform’s ad server.

Publishers will be able to set specific viewability targets across devices for the campaigns they traffic on behalf of buyers, McMahon said.

“Buyers are becoming more savvy and demanding greater effectiveness from their buys, causing them to tighten the screws on viewability,” she added.

McMahon noted that as quarter three of 2015 got underway, SpotX noticed an immediate shift in buying behavior. The viewability demands of buyers are also rapidly increasing.

“This sudden shift is forcing publishers to direct resources towards improving viewability scores or face the threat of unsold inventory,” she said.