• by Tobi Elkin  @tobielkin, June 29, 2016

Turn has added Integral Ad Science (IAS)'s pre-bid video viewability targeting technology to its platform, enabling Turn customers to target video ads accurately based on how likely they are to be in view. IAS is a provider of digital media quality services.

The capability is significant.  While digital video ad spend is projected to rise (to $28.08 billion in 2020, up from $9.90 billion in 2016, according to eMarketer), marketers continue to face hurdles in terms of media quality that prevents video ads from being in view.

Results of a campaign for an undisclosed advertiser using Turn along with IAS’s targeting technology have shown an up to 210% lift in viewability, compared to not optimizing for viewability metrics.

“We are a long-term partner of IAS, and their video viewability technology is an important component of our suite of impression quality solutions,” stated Julius Ramirez, senior director, global business development, Turn.

In Q1 2016, a study conducted by IAS found the global average viewability of a video ad to be 40.4%. Using its targeting technology, IAS says that Turn clients can select pre-bid segments based on the minimum viewability levels they’ve set for each campaign. Segments are available for 40+%, 50+%, 60+%, and 70+% viewability, which IAS says is higher than the global average.