Dive Brief:
- Moat has partnered with mobile-first video mediation platform AerServ to bring attention metrics and viewability measurement to the platform.
- Through the collaboration, they will be able to measure attention, humanity and viewability across digital advertising programs as well as uncover ways to make campaigns more effective.
- Moat has become something of a go-to third party company for viewability measurement, integrating with Facebook last year and having that partnership roll out globally in February.
Dive Insight:
Viewability for all digital advertising has been an ongoing concern for marketers. Companies such as Moat are giving those advertisers some measure of peace of mind by providing independent, third-party metrics on campaigns. Previously some ad platforms, particularly social media platforms like Facebook, didn’t offer the option for third-party measurement.
"The world has gone mobile and video is increasingly becoming the focus for brand marketers looking to effectively reach consumers. New solutions must deliver on the right metrics to earn traction with marketers," Jonah Goodhart, co-founder and CEO of Moat, told Marketing Dive. "Our partnership with AerServ will help give marketers the right metrics to understand their mobile video campaigns and understand if they are garnering consumer attention."
For brands and publishers, the ability to measure across platforms has grown in importance in the past years. With consumers spending more time on mobile, being able to track metrics across devices is becoming more of a point of focus.
“We’re thrilled to partner with Moat in an effort to reinforce our commitment to our clients’ success,” Josh Speyer, CEO of AerServ, said about the deal in a statement. “Moat is known for delivering highly accurate, in-depth metrics for our industry and provides verifiable analytics and reporting to ensure brands using our platform always get the most from their digital advertising strategies.”
In other recent Moat news, it received $50 million in funding in late March in order to create an online currency for buying and selling digital advertising.
