Xaxis, WPP’s programmatic media-buying arm, on Tuesday announced the rollout of Xaxis Viewpoint for the Asia-Pacific region. Through “Viewpoint,” Xaxis clients will only be charged for ads that are measured “viewable” according to the Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) standard, Xaxis asserts.
The standard calls for a display ad to be at least 50% in-view for at least one continuous second (two continuous seconds for video) in order to be deemed "viewable."
Xaxis will be offering this viewability “guarantee” to marketers in Hong Kong, India, Malaysia, Singapore, South Korea, Taiwan and Thailand. Microsoft is among the publishers that will be plugged into Xaxis Viewpoint, per a release.