• by Tyler Loechner  @mp_tyler, February 12, 2015

Visible Measures, a Boston-based ad tech firm and demand-side platform (DSP), is taking measures to ensure that video ads are visible.

The company on Thursday introduced a new video ad product that guarantees 100% viewability for video ad campaigns. In addition, the company is all but guaranteeing consumer engagement.

Visible Measures says it will only bill the advertiser if the MRC standard of video viewability is met and if the consumer interacts with the video or if the video plays, in-view, for 30 seconds. 

A video ad is considered viewable if at least 50% of its pixels are in-view for at least two continuous seconds, per the Media Rating Council (MRC). Visible Measures has partnered with Moat, an MRC-accredited viewability vendor, for third-party verification.

“Viewability standards are a major pain point for advertisers,” stated Brian Shin, CEO of Visible Measures. “Without this accountability, brands can’t be assured as to whether consumers are actually seeing their video ads. In other words, you may be paying for something you actually don’t get.”