• by Tobi Elkin  @tobielkin, January 26, 2016

Videology, a software provider for converged TV and video advertising on Tuesday, announced that it's offering viewable campaign delivery. Videology’s platform will enable users to transact on viewability as a currency, defined as viewable CPM (vCPM).

Essentially the solution will enable media companies, agencies and publishers to do apples-to-apples comparisons of their campaigns. "We're trying to make it easier to transact," Scott Ferber, the company's chairman and CEO,  told Real-Time Daily.

Within the platform, clients will be able to plan, buy and execute against a guaranteed price for a guaranteed number of viewable impressions as measured by third-party vendors Moat, DoubleVerify or Integral Ad Science.

In addition, the platform will offer the flexibility of doing so using either the Media Rating Council Standard (50% of pixels on screen for at least two consecutive seconds) or an Extended Viewability Standard (100% of pixels on screen for at least 50% of the video duration, with audio on and the play initiated by a human).

"The idea is that we need third-party measurement for everything. We did it for MRC and for extended viewablity, GroupM's viewablity standard," Ferber said.

Videology is beta testing the solution with agencies, media companies and publishers; it will become widely available by end of Q1.

The self-service nature of Videology’s new offering means that platform users select viewability targets, pricing and measurement standards in the planning stage of a campaign, then the platform optimizes and delivers against those targets with no manual adjustments required. 

Platform users can then forecast viewable impression counts at a given price with guaranteed outcomes. Once a campaign is launched, viewability data is ingested from third-party vendors in real-time, allowing Videology’s software to automatically optimize the campaign to deliver against the chosen goals.

Videology’s automated process significantly reduces time-to-value by replacing manual calculations, according to the company.