The deal integrates AerServ’s mobile monetization product with Moat Analytics. The integration will also enable publishers to more easily support audience targeting, which advertisers can optimize as part of a viewability-driven campaign.
“Most industry experts mistakenly co-mingle mobile in-browser video with mobile in-app video. Moat is one of the only vendors to offer a solidified in-app video solution and is a well-respected leader for in-app viewability,” claims Josh Speyer, CEO of AerServ, in an email to Real-Time Daily.
By bringing human traffic, viewability and attention metrics together, AerServ believes that advertisers and publishers using its technology will improve the effectiveness of their programmatic direct campaigns by ensuring that advertisers’ creative is reaching real vs. non-human, attentive users.
The partnership comes on the heels of the Interactive Advertising Bureau’s (IAB) “Primer for Publishers on Improving Ad Viewability” report that came out in late March. The digital ad industry has placed an increasing amount of emphasis on viewability as a baseline metric for digital advertising performance.