Dive Brief: 

• Mobile ad company Kargo and measurement firm Moat are joining forces to offer mobile video analytics for brands and publishers. 
• The pair wants to deliver full transparency in their analytics, including the hot-button topic of viewabiltiy.
• Kargo users like Meredith, Hearst, McDonald's, and Target will now have access to metrics that include in-view time and in-view measurable impressions. 

Dive Insight: 

That Kargo and Moat are recognizing the importance of viewability metrics shows this pairing is on the right track. Brands and publishers are fighting an uphill battle when it comes to figuring out what works on the platform, and having to decipher whether or not ads are visible is just another challenge piled on.