Operative Taps Moat For Viewability

Operative Media, a company which operates an advertising management platform for online publishers, has formed a partnership with analytics outfit Moat. It gives Operative clients access to Moat’s services for verifying viewability and data on ad-blocking, the companies announced Wednesday.

Operative’s integration of Moat’s services enables publishers to automatically apply its viewability data and other analytics to their inventory during the sales, traffic, and billing process, rather than request the data and apply it to inventory on a case-by-case basis, offering advertisers a more efficient and responsive interface.

The Operative deal is just the latest in a series of partnerships for Moat, which provides viewability and quality metrics for a range of online media and advertising tech companies.

In December, Tremor Video selected Moat as the viewability partner for its video DSP, allowing clients who buy against guaranteed viewability to do so using Moat’s metrics.

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Also in December, in-program ad technology platform Watchwith tapped Moat’s viewability data for its Internet-connected TV network and video publisher partners. Watchwith can deliver in-program advertising within a TV show based on the context and metadata of the program.

Moat received MRC accreditation for its viewability metrics last year, covering its measurement of both video and display ad formats, across both mobile Web and mobile in-app serving. The accreditation is based on the MRC’s “Interim Guidance on Mobile Viewable Impression Measurement.”

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