DoubleVerify is launching a solution said to allow advertisers to measure signals that offer “a strong proxy” for viewability on connected TV.
“Viewability measurement in the CTV environment has been challenging for multiple reasons, from technical execution to lack of agreed-upon standards,” said Matt McLaughlin, COO of the digital media measurement and analytics company.
Called CTV Fully On-Screen Completion, the new solution, which extends to both the app and device levels, offers enhanced visibility into two core CTV metrics, according to DoubleVerify.
With quartile completion metrics, the solution enables understanding how many impressions were played to completion and identifying drop-off points along the way.
Completion metrics are measured and reported for impressions delivered via DoubleVerify’s VAST wrapper, which uses widely adopted VAST quartile events to deliver a breakdown of video campaign playback and reveal impressions volume.
With fully on-screen CTV completion metrics, where DoubleVerify also has performed a VAST Visibility Certification, the solution confirms that impressions originated from devices, apps and platforms that deliver 100% of the ad’s pixels on the screen consistently.The company also recently introduced a solution for mapping which CTV platforms and devices a campaign is running on, using app names normalized to IAB standards; and a CTV certification program for programmatic platforms.