In a bid to help boost the quality of digital
video advertising, video ad management platform Vindico on Wednesday announced that it now allows digital publishers to license its viewability measurement technology, Adtricity, for free.
The
announcement comes shortly after transparency concerns in the programmatic industry were highlighted by the World Federation of Advertisers (WFA) and just days
after Vindico’s own study found that just 45% of all video ad
impressions were viewable in Q2 2014.
"It is time for the industry to become fully transparent about ad inventory and performance to improve the marketplace’s efficiency," stated
Matt Timothy, president of Vindico.