Dive summary:
- Web ad video companies TubeMogul (which built the tech), BrightRoll, Innovid, Spoxchange and LiveRail have joined forces to create OpenVV, a common standard for measuring Web video viewability.
- This common standard allows companies to decipher whether or not their video is being watched and for how long,
- OpenVV still has a ways to go before it becomes a common standard; currently it is just a piece of open source code available for any publisher to use.
From the article:
"Per Lopatecki, the code will let publishers identify the portion of a video ad that is in view and the measure the amount of time it's viewed. And the code requires no changes to a publisher's site, and doesn't screw up any other ad serving tools or viewability tracking employed by the publisher, he said."
