Nativo, the leading native advertising technology company, today announced a partnership with SaaS analytics and intelligence firm Moat that for the first time in the industry, delivers on the promise of 100% viewability on native advertising for brand advertisers. This represents an unprecedented partnership between the Media Rating Council’s (MRC) first accredited company on viewable measurement and an ad technology platform provider uniquely dedicated to executing, scaling and measuring branded content campaigns.
“Viewability is digital media’s new standard currency,” said Justin Choi, CEO at Nativo. “By far, Moat provides the most robust ad viewability verification solution for display, video and now true native advertising executions across all platforms. I couldn’t be more thrilled to embark on this partnership — the combination of our deep native expertise with their cutting analytics creates an iron clad market offering for marketers who are committed to delivering high quality content experiences.”
For brand advertisers and their agency partners, viewability has increasingly become critical to digital media buys as confirmation that consumers actually had the opportunity to see an online ad. With publisher ad viewability averaging around 50%, there is clear industry need to properly measure viewability, and brands who increase in-view rates can generate out-sized increases in ad impact. For example, according to a recent comScore study, Kellogg’s realized a 75% increase in sales lift by increasing its viewability rates by 40%.
According to the Media Rating Council (MRC), a viewable impression is counted when 50% of an ad’s pixels remain on screen for one continuous second. But for brands, 100% viewability represents the ideal standard to ensure consumers had the opportunity to see their full creative ad. The rapid emergence of native advertising adds an entirely new layer of complexity because the majority of third-party viewability verification methods are only sufficient for display banner ads. Native ad formats contain various components such as headline, preview image and caption, making it significantly harder for vendors to measure and verify viewability. Moat, a pioneer in third-party ad verification, became the MRC’s first accredited display and video viewability measurement vendor for advertisers, and was an early mover in extending their viewability certification capabilities to include complex dynamic native ad formats.
Today, for the first time in the industry, Nativo and Moat bring certified, 100% viewability to native advertising for brand advertisers. With this partnership, brands can now buy digital media with confidence that all ad impressions purchased had the opportunity to be seen in full for at least one second by consumers, as verified by Moat’s best-in-class third-party measurement. In addition, Nativo and Moat’s integration provides joint clients with advanced content analytics such as scroll initiation, scroll depth and more. On an ongoing basis, Nativo and Moat collaborate closely to develop new analytic offerings to better measure consumer attention and engagement with branded content, and continue to innovate on behalf of the industry and their respective brands and publisher clients.
“As a pioneer in the native space and long-standing partner of Moat, Nativo understands key nuances to major issues brands face such as viewability and engagement and are constantly anticipating new ways to solve these problems,” said Jonah Goodhart, CEO and Co-founder of Moat. “I’m invigorated to be working with a team so deeply tuned into brands’ needs and look forward to building more innovative solutions together in the future.”
MediaPost first reported this story.
Moat is a New York-based SaaS analytics company bringing intelligent insight to brand advertisers, agencies, and premium publishers. Offerings include Moat Analytics, an attention measurement platform that provides in-depth analytics, viewability, and performance insights for publishers and advertisers to maximize the value of any ad campaign, and Moat Pro, an ad intelligence platform that allows marketers and publishers across industries to monitor and incorporate real-time trends and activity into their own media and creative decision-making. In June 2014, Moat became the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions in both online display and video. The company’s founders, Jonah Goodhart, Noah Goodhart and Michael Walrath, previously launched Right Media, which was acquired by Yahoo! in 2007. For more, visit http://www.moat.com.
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads. For brands, Nativo is the ultimate content marketing platform that delivers native content with unparalleled reach, engagement, and intelligence. For media companies, Nativo provides a complete native ad solution that makes it easier to sell, deploy, and optimize native ads across sites and across screens. Nativo combines a dynamic content management system with advanced content ad serving capabilities, allowing publishers to create, manage, and monetize truly native executions without compromising their users’ experience. More than 300 brands and 350 publishers leverage Nativo’s platform to power their next-generation digital advertising. Learn more at www.nativo.net.