Tremor Video’s VideoHub Beats YouTube To MRC Approval for Video Viewability Metric

/ May 20, 2013


Viewability in online video advertising is an interesting metric. Some would argue that its necessary to have a metric designed to assure advertisers that the ad they’re delivering to a particular viewer on a particular site was indeed “viewable” to that viewer. It’s a way to fight fraud and other less-than-savory practices that do nothing but keep those CPMs down. Others would counter that viewability is a metric designed for display ads, and not something translates all that well to video advertising, which is more comparable to television — where viewability isn’t really an issue.

That said, viewability has grown in prominence within the video ad space, with top ad tech providers such as and BrightRoll, among many, many others, offering solutions related to the metric. Comscore has also put a lot of time and money into making viewable impressions a standard within the industry, as has IAB’s “Making Measurement Make Sense” initiative (so the metric probably isn’t going anywhere anytime soon).

This is great news for VideoHub, Tremor Video’s proprietary digital video ad-serving and analytics product. Not saying that it was a race among the video ad-tech guys, but if it was, it looks like VideoHub has won — or at least crossed the finish line first at this stage of the race to bring more ad spend to digital video.

VideoHub is the first ad-tech system to receive Media Rating Council accreditation specifically for its ability to measure video ad viewability. (Note: The MRC has accredited several organizations, including Google, for viewability in the display ad sense. VideoHub is the first to get it for video ads, which is what the title of this post is referring to.)

The MRC is a non-profit group of television, radio, print and online companies, as well as advertisers, agencies and trade associations, set up in 1964 to validate the effectiveness of various measurement services and tools. If you’re an ad-tech company, and your product is accredited by the MRC, it makes the sales pitch at least a little bit easier.

VideoHub’s Average Viewability Percentage metric, which is available via its VideoHub for Advertisers enterprise solution, as well as four other digital video ad metrics, have received this stamp of approval from the MRC. It means, officially, the five VideoHub metrics as well as the company’s procedures align with MRC’s Minimum Standards for Ratings Research as well as other applicable, industry-accepted measurement guidelines issued by the IAB.

The Average Viewability Percentage metric is available for ads that appear in video players containing IAB’s VPAID tags. VideoHub says the metric “represents the average percentage of the video ad that is viewable on the browser screen, as measured at specifically defined time intervals during the video play event.” VideoHub’s technology can measure browser size, the portion of the browser page that is in view, the video player’s position on the browser page and the video player’s size (in other words, it’s applicable for pre-rolls, mid-rolls and post-rolls). VideoHub also filters for fraudulent and “non-human” activity.

The other four accredited metrics are as follows:

  • Engagement Rate: For interactive ad units, this metric measures when a user either clicks on an interactive button or feature within the ad unit (to see additional videos, etc.) or rolls over a trigger on the ad unit for at least three seconds.
  • Clicks: Measures when a user clicks on a video ad while it’s playing. The metric follows IAB’s Click Measurement Guidelines, with a focus on only measuring “intentional activity among consumers and not fraudulent activity by robots or spiders.”
  • Served Digital Video Impressions: Measures served impressions based on IAB’s Digital Video Ad Measurement Guidelines. VideoHub says this means impressions are counted only after the video stream has begun, post-buffering, while also filtering out fraudulent activity.
  • Unique Cookies Reach: A filtered count of unique cookies representing unduplicated “instances of access to video ads during a measurement period.” In other words, an unduplicated count of video ad views.

Put all five metrics together and VideoHub is well-positioned to provide advertisers with “a common baseline” for measuring the effectiveness of their video ad campaigns, according to VideoHub general manager Anthony Risicato.

Other video ad-tech providers will probably follow suit with their own MRC accreditations, which is good news for those backing viewability as the industry standard for video measurement. Though it’s unlikely to be enough to end the debate on whether it should be.

Tags: , , , , , , , , , ,


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series