DataXu, a leading provider of programmatic marketing software, today announced its new Pre-Bid Viewability capability that integrates third party viewability optimization from industry leaderscomScore, DoubleVerify and Integral Ad Science. As a result, DataXu customers globally have the ability to apply a simple and automated solution to improve viewability performance on display advertising campaigns.
As an industry leader in promoting quality and trust, DataXu has already implemented a number of measures to police the digital advertising ecosystem for the benefit of all customers. This new viewability feature will build upon the success of DataXu’s 97% Fraud Free Guarantee, a no-cost-to-customers offering that has ensured ads are showing in non-fraudulent placements and being seen by humans, not bots, since the beginning of 2015. DataXu is the only player in the industry that offers an automatic billing credit for any fraud over three percent across all 50+ markets in which DataXu operates.
With these new Pre-Bid Viewability integrations, DataXu offers customers flexibility and choice in working with three industry-leading partners that each bring a unique approach to improving viewability and quality:
- comScore provides pre-bidand in-flight viewability insights, revealing quality impressions for media buyers to help them achieve stronger campaign performance and ROI.
- DoubleVerify authenticates the quality of every ad impression, before the bid is placed and in real-time during delivery, to provide insights and optimization actions that drive higher performance.
- Integral Ad Science supports marketers by removing all media quality roadblocks, making sure brand stories are truly heard.
“Collaborating with DataXu helps bring our independent metrics into the programmatic space, making it easier for our clients to buy quality verified impressions and evaluate the delivery performance in a seamless manner,” said Duncan Trigg, Senior Vice President of Advertising Effectiveness, comScore. “We look forward to this partnership and what it means for creating a more transparent and trusted programmatic environment.”
“As an industry leader in authenticating the quality of digital media, it’s exciting to kick off this viewability integration with the DataXu platform. By partnering with best-in-class platforms, we’re able to provide marketers with solutions that drive higher performance,” said Wayne Gattinella, CEO of DoubleVerify.
“Our integration into the DataXu platform is another great step towards making sure all marketers have actionable solutions to improve their media quality,” said Harmon Lyons, VP of Business Development, Integral Ad Science. “Our pre-bid targeting segments continue to be best in class at helping clients bid on inventory that’s likely to be in view and fraud-free.”
“As the industry collectively works towards a brand-safe and transparent digital ad marketplace, it’s important that marketers have a strong foundation of confidence as it relates to the quality of their impressions,” said David Shapiro, Vice President of Corporate and Business Development, DataXu. “This pre-bid viewability feature, along with our successful 97% Fraud-Free Guarantee program, combine to position DataXu at the forefront of industry efforts to minimize these troubling challenges.”