• by Tyler Loechner  @mp_tyler, November 18, 2014

Mobile ad firm Amobee, which has a demand-side platform (DSP), on Tuesday announced the launch of a new video viewability and brand safety technology. The tech will determine whether an ad would be viewable prior to serving the ad, per a release.

“Some of the biggest challenges digital marketers face today are non-viewable impressions and ad fraud, which are prohibiting scale for online video,” stated Gil Sheinfeld, Amobee’s chief technology officer.

Using the new tech, Amobee can now offer a viewability guarantee to marketers, charging only when an ad is deemed viewable. The technology follows the Media Rating Council’s (MRC) standard for viewability: 50% of the video ad being in-view on the consumer’s screen for at least two consecutive seconds.