FatTail and RealVu announced a new integrated solution to help publishers effectively respond to and deliver against the surging market demand for viewable impressions. This solution captures a powerful complement of technologies: FatTail’s leading advertising management and automation software, and RealVu’s leading viewable impression measurement and delivery technology.
Despite media buyers’ increasing demand to pay only for viewed impressions, most publishers are struggling to efficiently execute viewable impression campaigns. While publishers generally agree that “viewable impressions” are likely to be the primary unit of transaction in the future, they want to be able to transition from selling impressions to selling views at their own pace.
The integrated technology is uniquely able to measure — in real-time — whether an ad slot is in-view, and informs the ad server’s decision on which ad to serve. This ability to target in-view ad slots enables meaningful forecasting and inventory management for sales and operations teams. This solution radically reduces the impression waste that is typically involved in delivering against a viewable impression target.
“Until now, publishers faced with guaranteed viewable impression campaigns have had to grossly inflate impression goals to ensure that viewable impression guarantees are met,” says Doug Huntington, FatTail CEO. “Now they will be able sell and deliver against a much more precise viewable impression target.”
“We’re very excited to offer this joint solution to publishers,” said Brad Krassner, CEO of RealVu. “Our technologies work together seamlessly. This powerful combination will give publishers unprecedented insights plus the technology to forecast and deliver views with confidence.”
With the combined offering, publishers are able to manage both impression-based and view-based campaigns within the same platform, giving them complete control of how they want to support this new buying paradigm.
FatTail provides technology that helps media companies streamline and scale the business of digital advertising. FatTail’s software products are used to automate and control the entire advertising lifecycle by connecting people, systems and processes within a single cloud-based platform. The world’s leading publishers rely on FatTail’s solutions to manage billions in annual ad spend with more than 100,000 media buyers across their direct and automated sales channels. For more information, please contact FatTail:
RealVu Inc. brought the viewable impression to the media industry. With a portfolio of patented ad-serving and ad reporting technologies, RealVu’s services provide viewable inventory management, protect against fraud, and ensure transparent brand safety for the digital advertising market. RealVu is the first company accredited by the Media Rating Council (MRC) for the viewable impression metric. For more information, visit http://www.realvu.com.