Turn, a demand-side platform (DSP), on Thursday announced it has inked a deal with media measurement and analytics firm Moat. It’s a video-focused partnership, giving Turn clients access to pre- and post-bid video viewability analytics from Moat.
Moat will also provide Turn with additional video analytics, including engagement, optimization and targeting, per a release.
“Digital video ad spending is expected to top $10 billion this year alone, making it more important than ever for brands to have a clear understanding of how their video campaigns are performing,” stated Jonah Goodhart, CEO and co-founder of Moat.
While the topic of video viewability is not new, it has picked up steam in recent weeks.
Turn’s partnership with Moat comes shortly after the Media Rating Council (MRC) -- the industry’s gatekeeper on the topic of viewability -- went on a little run of accreditation on the video front. The MRC recently elevated two new viewability vendors -- Vindico and Extreme Reach -- to the “accredited” category in video. Moat already has MRC accreditation for its video viewability measurement technology.
Additionally, the Interactive Advertising Bureau’s (IAB) Tech Lab has also taken on its own video viewability project, as it recently adopted the Open Video Viewability initiative.