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DataXu Debuts Pre-Bid Viewability Function
by Tobi Elkin, Tuesday, February 9, 2016 11 AM
Programmatic marketing software provider DataXu on Tuesday announced a new Pre-Bid Viewability capability that integrates third-party viewability optimization from comScore, DoubleVerify and Integral
Ad Science. The new viewablity feature builds on DataXu’s 97% Fraud Free Guarantee, which ensured ads appear in non-fraudulent places and are being viewed by humans. That capability debuted
in early 2015. The Pre-Bid Viewability function enables DataXu customers to work with three partners as follows:
- comScore provides pre-bid and in-flight viewability
insights.
- DoubleVerify authenticates the quality of each ad impression before the bid is placed and in real-time during delivery.
- Integral Ad Science supports marketers by removing
all media quality roadblocks, making sure brand stories are heard.
Furthermore, DataXu’s approach not only offers “protection from bots, but also impression laundering/site
fraud...” David Shapiro, VP of corporate and business development, DataXu, told
Real-Time Daily via email. “We are rounding out our approach by incorporating multiple industry
leaders directly into the platform for added viewability offerings.”