Viewability verification disclosure january 21, 2014

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Viewability verification disclosure january 21, 2014

  1. 1. Page  1  of  4 MRC Accredited Viewable Impression and/or Ad Verification Vendors: Enhanced Description For  most  current  product  information,  click  on  the  service's  name  to  be  re-­‐directed  to  its  web  site. RealVu Viewability  Capabilities:   Accreditation  Status  (Date   Accredited  by  MRC) Technology  Approach    Capabilities  Within  Cross-­‐ Domain  iFrames    Uses  of  Projection Accreditation  Status  by   Verification  Service  Line  +    Ad  Placement    Site  Context    Geotargeting    Competitive  Separation    Fraud  Detection  * comScore  vCE  (Validation  only) DoubleVerify Accredited  (April  2010) Accredited  (July  2012) Accredited  (February  2013) Page  Geometry Page  Geometry Page  Geometry No  independent  capability  to  measure   Can  measure  viewability  for  cross   Can  measure  viewability  for  cross   viewability  within  cross  domain  iFrames;   domain  iFrame  situations  where  the  ad   domain  iFrame  situations  where  the  ad   offers  publishers  "iFrame  Bridge,"  the   appears  in  a  non-­‐WebKit  browser   appears  in  a  non-­‐WebKit  browser   use  of  which  allows  for  measurement   environment  (i.e,  in  browsers  other  than   environment  (i.e,  in  browsers  other  than   within  iFrames.   Chrome  or  Safari). Chrome  or  Safari). No  use  of  projection  for  viewability.     No  use  of  projection  for  viewability.     No  use  of  projection  for  viewability.     Reports  viewability  only  for  those   Reports  viewability  only  for  those   Reports  viewability  only  for  those   impressions  it  measures  in  the  vCE-­‐ impressions  it  measures. impressions  it  measures. Validation  product. N/A N/A N/A N/A N/A Accredited Accredited Accredited  (U.S./non-­‐U.S.  level  only) Not  Offered Accredited Accredited Accredited Accredited  (U.S./non-­‐U.S.  level  only) Accredited Accredited +    Limited  to  those  service  lines  specified  as  primary  in  IAB's  Ad  Verifica[on  Guidelines.   *  Accredita[on  for  Fraud  Detec[on  assesses  compliance  with  the  IAB  Ad  Verifica[on  Guidelines,  which  focus  on  communica[on  among  par[es  and  human  review  of   cases  of  suspected  fraud.    It  does  not  include  assessments  of  specific  techniques  for  detec[ng  frauduent  traffic,  such  as  botnet,  clickjacking,  or  hidden  ad  detec[on,   even  though  accredited  vendors  may  offer  fraud  detec[on  services  that  use  these  techniques.   .   For  a  list  of  services  not  yet  accredited,  but  currently  in  process,  please  refer  to  this  link. Viewability  Technology  Approaches:   Page  Geometry:  Uses  a  geometric  triangula[on  technique  to  determine  if  the  ad  is  in  view.     Browser  OpKmizaKon:  Monitors  browser's  internal  processes  to  determine  if  ad  is  being  painted  to  display,  and  therefore  is  in  view.   January  21,  2014
  2. 2. Page  2  of  4 MRC Accredited Viewable Impression and/or Ad Verification Vendors: Enhanced Description For  most  current  product  information,  click  on  the  service's  name  to  be  re-­‐directed  to  its  web  site. Google  Active  View Viewability  Capabilities:   Accreditation  Status  (Date   Accredited  by  MRC) Technology  Approach    Capabilities  Within  Cross-­‐ Domain  iFrames    Uses  of  Projection Accreditation  Status  by   Verification  Service  Line  +    Ad  Placement    Site  Context    Geotargeting    Competitive  Separation    Fraud  Detection  * Accredited  (April  2013) spider.io Accredited  (May  2013) Integral  Ad  Science Accredited  (for  Viewability:  November   2013;  for  Additional  Verification   Functions:  December  2013) Page  Geometry/Browser  Optimization Page  Geometry Browser  Optimization Google  Display  Network  (GDN):   Dependent  on  publisher  placing  ad  code   Can  measure  viewability  for  cross   Can  measure  viewability  for  cross   directly  on  page.                                                                                               domain  iFrame  situations  for  supported   domain  iFrame  situations  for  supported   DFA:  No  independent  capability  to   versions  of  all  major  desktop  browsers   versions  of  all  major  desktop  browsers   measure  viewability  within  cross  domain   (requires  Flash  capabilities  in  limited   (requires  Flash  capabilities  in  certain   iFrames;  offers  publishers  pub-­‐side  file,   instances). instances). the  use  of  which  allows  for   measurement  within  iFrames.   No  use  of  projection  for  viewability.     No  use  of  projection  for  viewability.     No  use  of  projection  for  viewability.     Reports  viewability  only  for  those   Reports  viewability  only  for  those   Reports  viewability  only  for  those   impressions  it  measures. impressions  it  measures. impressions  it  measures. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A Accredited Accredited Accredited  (U.S./non-­‐U.S.  level  only) N/A Accredited +    Limited  to  those  service  lines  specified  as  primary  in  IAB's  Ad  Verifica[on  Guidelines.   *  Accredita[on  for  Fraud  Detec[on  assesses  compliance  with  the  IAB  Ad  Verifica[on  Guidelines,  which  focus  on  communica[on  among  par[es  and  human  review  of   cases  of  suspected  fraud.    It  does  not  include  assessments  of  specific  techniques  for  detec[ng  frauduent  traffic,  such  as  botnet,  clickjacking,  or  hidden  ad  detec[on,   even  though  accredited  vendors  may  offer  fraud  detec[on  services  that  use  these  techniques.   .   For  a  list  of  services  not  yet  accredited,  but  currently  in  process,  please  refer  to  this  link. Viewability  Technology  Approaches:   Page  Geometry:  Uses  a  geometric  triangula[on  technique  to  determine  if  the  ad  is  in  view.     Browser  OpKmizaKon:  Monitors  browser's  internal  processes  to  determine  if  ad  is  being  painted  to  display,  and  therefore  is  in  view.   January  21,  2014
  3. 3. Page  3  of  4 MRC Accredited Viewable Impression and/or Ad Verification Vendors: Enhanced Description For  most  current  product  information,  click  on  the  service's  name  to  be  re-­‐directed  to  its  web  site. Alenty Viewability  Capabilities:   Accreditation  Status  (Date   Accredited  by  MRC) Technology  Approach    Capabilities  Within  Cross-­‐ Domain  iFrames    Uses  of  Projection Accreditation  Status  by   Verification  Service  Line  +    Ad  Placement    Site  Context    Geotargeting    Competitive  Separation    Fraud  Detection  * DG  Mediamind Moat Accredited  (December  2013) Accredited  (December  2013) Accredited  (December  2013) Page  Geometry/Browser  Optimization Page  Geometry Page  Geometry/Browser  Optimization No  independent  capability  to  measure   Can  measure  viewability  for  cross   Can  measure  viewability  for  cross   viewability  within  cross  domain  iFrames;   domain  iFrame  situations  for  supported   domain  iFrame  situations  where  the  ad   leverages  "iFrame  Buster"  code  on  DG   versions  of  all  major  desktop  browsers   appears  in  browsers  other  than  Safari  or   Mediamind  Premium  Publisher  sites,  the   (requires  Flash  capabilities  in  limited   Opera  (requires  Flash  capabilities  in   use  of  which  allows  for  measurement   instances). limited  instances). within  iFrames  on  those  pages.   Projects  viewability  for  individual   impressions  in  limited  instances  where  it   cannot  determine  viewability  using   either  Page  Geometry  or  Browser   Optimization  approaches. No  use  of  projection  for  viewability.     Reports  viewability  only  for  those   impressions  it  measures. No  use  of  projection  for  viewability.     Reports  viewability  only  for  those   impressions  it  measures. N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A +    Limited  to  those  service  lines  specified  as  primary  in  IAB's  Ad  Verifica[on  Guidelines.   *  Accredita[on  for  Fraud  Detec[on  assesses  compliance  with  the  IAB  Ad  Verifica[on  Guidelines,  which  focus  on  communica[on  among  par[es  and  human  review  of   cases  of  suspected  fraud.    It  does  not  include  assessments  of  specific  techniques  for  detec[ng  frauduent  traffic,  such  as  botnet,  clickjacking,  or  hidden  ad  detec[on,   even  though  accredited  vendors  may  offer  fraud  detec[on  services  that  use  these  techniques.   .   For  a  list  of  services  not  yet  accredited,  but  currently  in  process,  please  refer  to  this  link. Viewability  Technology  Approaches:   Page  Geometry:  Uses  a  geometric  triangula[on  technique  to  determine  if  the  ad  is  in  view.     Browser  OpKmizaKon:  Monitors  browser's  internal  processes  to  determine  if  ad  is  being  painted  to  display,  and  therefore  is  in  view.   January  21,  2014
  4. 4. Page  4  of  4 MRC Accredited Viewable Impression and/or Ad Verification Vendors: Enhanced Description For  most  current  product  information,  click  on  the  service's  name  to  be  re-­‐directed  to  its  web  site. WebSpectator  for  Publishers     Accredited  (December  2013)     Page  Geometry/Browser  Optimization        Capabilities  Within  Cross-­‐ Domain  iFrames Can  measure  viewability  for  cross   domain  iFrame  situations  for  supported   browser  versions;  will  not  allow  an  ad  to   be  served  in  situations  where  browser   incompatibility  restricts  measurement.        Uses  of  Projection No  use  of  projection  for  viewability.     Reports  viewability  only  for  those   impressions  it  measures.     Viewability  Capabilities:   Accreditation  Status  (Date   Accredited  by  MRC) Technology  Approach   Accreditation  Status  by   Verification  Service  Line  +    Ad  Placement    Site  Context    Geotargeting    Competitive  Separation    Fraud  Detection  * N/A N/A N/A N/A N/A                     +    Limited  to  those  service  lines  specified  as  primary  in  IAB's  Ad  Verifica[on  Guidelines.   *  Accredita[on  for  Fraud  Detec[on  assesses  compliance  with  the  IAB  Ad  Verifica[on  Guidelines,  which  focus  on  communica[on  among  par[es  and  human  review  of   cases  of  suspected  fraud.    It  does  not  include  assessments  of  specific  techniques  for  detec[ng  frauduent  traffic,  such  as  botnet,  clickjacking,  or  hidden  ad  detec[on,   even  though  accredited  vendors  may  offer  fraud  detec[on  services  that  use  these  techniques.   .   For  a  list  of  services  not  yet  accredited,  but  currently  in  process,  please  refer  to  this  link. Viewability  Technology  Approaches:   Page  Geometry:  Uses  a  geometric  triangula[on  technique  to  determine  if  the  ad  is  in  view.     Browser  OpKmizaKon:  Monitors  browser's  internal  processes  to  determine  if  ad  is  being  painted  to  display,  and  therefore  is  in  view.   January  21,  2014

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