• by Tobi Elkin  @tobielkin, November 2, 2016

DoubleVerify, a provider of technology that authenticates the quality and performance of digital media across devices and platforms, on Wednesday  announced the launch of viewability measurement for native ad placements through its IQ Viewability Advanced product suite.

In addition, native advertising platform Nativo is the first to partner with DoubleVerify on its new native viewability offering. Nativo is also now certified by DoubleVerify on its Exchange.

Native advertising is poised to capture even more of marketers’ media budgets -- projected to capture 74% of all ad revenue by 2021, according to a bullish Business Insiderreport. 

DoubleVerify said that as native advertising continues to claim an increasing portion of budgets, the need to verify viewability is imperative. The challenge? The editorial nature of native ads that makes them effective also makes them challenging to measure. DoubleVerify said that native ad executions differ from standard Interactive Advertising Bureau units in dynamic size variation, content orientation, and the way the units load and render. These factors create complexity when measuring viewability for the format.

DoubleVerify and Nativo collaborated to tackle these challenges in developing a native viewability measurement solution. The solution  extends DoubleVerify’s proprietary Authentic Impression digital ad quality measurement, which assesses the quality of and engagement generated by native ads, ensuring they are brand-safe, fraud-free, and viewable.

Nativo has been an active promoter of guaranteed native ad viewability with its Viewable CPM (vCPM) metric ,which aims to offer more efficiency to digital advertisers, according to Chris Rooke, SVP of strategy and operations at Nativo.

“Viewability should be table stakes for any digital campaign now, but the numerous variations in format type, size, and content rendering add layers of measurement complexity for both brands and publishers,” Rooke told Real-Time Daily via email. “Due to this complexity, collaborating with DoubleVerify to get the measurement right was important and will benefit the industry as advertisers increasingly embrace native formats.”