Yahoo announced that it is giving advertisers the ability to independently measure viewability and fraud for display and video advertising on Yahoo owned and operated properties as well as media purchased across its programmatic buying platform. Advertisers can choose from third-party measurement solutions from comScore, DoubleVerify, Integral Ad Science, Moat, and others to validate for viewability and fraud.

As Yahoo notes, no other large premium digital publishers are providing this capability in such an open way. Others will likely follow suit.

The partnerships with these third-party companies is aimed at catering to the viewability initiatives from the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC).

Related viewability content here.

“We’ve been investing in viewability and fraud measurement solutions to increase trust between advertisers and publishers for some time now,” said Dennis Buchheim, VP of product management at Yahoo. “At Yahoo, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice, which is why we’re partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web.”

“Viewability and fraud continue to be major issues in the digital ad space, and it’s time for advertisers to demand accountability and transparency from publishers and technology providers,” said Scott Knoll, CEO of Integral Ad Science. “We hope the industry will follow Yahoo’s lead in working with independent, accredited companies like ours that are not involved in buying or selling media, as that is the only way to get a truly unbiased read-out on viewability and fraud.”

“As an industry we continue to make great strides to improve the quality and effectiveness of digital media and to instill confidence from the world’s largest brands,” said Wayne Gattinella, CEO of DoubleVerify. “We applaud Yahoo for their leadership and initiative in providing open, third-party measurement across its sites and we look forward to building a more trustworthy digital supply chain together.”

The IAB recommends the campaign threshold for viewability should be 70%.

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