Innity, the leading online media and advertising technology provider in APAC, operating one of the largest ad networks and ad exchanges in the region, today announced that it is the first Asian company in the region to be certified by the Interactive Advertising Bureau (IAB) as compliant with the Viewable Impressions standard.
The audit process for IAB certification, performed by BPA Worldwide, certifies that Innity’s viewable impression methodology is fully compliant with IAB guidelines for viewable impressions. This reinforces Innity’s role as an industry leader in quality distribution and gives its clients an additional level of assurance that their advertising dollars will be spent in a fully accountable environment.
According to comScore, in 2012, millions in advertising dollars were wasted on networks and exchanges where only a third of all display ads were viewable – a viewable impression occurs when 50 percent of an ad’s pixels are on screen for one second. Similarly, a study by Google in 2014 also revealed that consumers do not see 56% of ads served on websites they visit.
Hence, IAB stressed that with the new viewability standard, marketers will be provided with a more accurate way to quantify their investment and deliver increased value for all parties involved in brand advertising.
In order to receive certification, Innity went through a rigorous self-certification process, including attending training sessions and conducting intensive internal audits to meet the stringent criteria set forth in IAB’s guidelines.
“I am very proud that Innity is one of the first companies in the region to receive the IAB certification for ad viewability measurement. This certification validates that Innity’s technology and methodology is thorough, consistent, and aligns with the latest standards in the industry. This is a reflection of our commitment to allow advertisers to invest more confidently in digital media,” said Phang Chee Leong, CEO and co-founder, Innity.
Moving forward, Innity will work closely with publishers in our network to offer viewability tracking to strengthen their inventory optimization and monetization mechanisms. Additionally, its viewability technology will also be integrated with Innity’s native advertising technology.
Innity has been a member of IAB since 2009, and is also duly certified by IAB for its Ad Impressions, Clicks, Digital Video, Mobile Web, and Rich Media technology.
Innity is the leading digital media network that provides interactive online marketing platforms and data-driven technologies for advertisers and publishers. Established in 1999, Innity has a strong foothold in the South East Asian market spanning over 10,000 websites, including major newspaper portals and premier sites in more than 16 content-interest channels such as technology, lifestyle, automotive, business and entertainment. Innity’s solutions provide a combination of the best features of rich media, data-driven targeting, engagement-based advertising formats, and innovative payment models to some of the world’s largest brands and advertising agencies. Innity has presence in Malaysia, Singapore, Thailand, Indonesia, Vietnam, Philippines, Hong Kong, Taiwan and China with more than 180 staff in total.
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.