VINDICO Introduces Viewability and Verification Solution with Adtricity™

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Select Publishers, Agencies Tapped to Help Shape Market-wide Solution

VINDICO, the leading ad management platform for video, today announced Adtricity, a quality ranking system that evaluates publishers and online video advertisers, as a solution to the overall quality problem in the digital video advertising industry based on two pillars of measurement: viewability and verification. Using Adtricity results in a determination of quality for both the publisher’s delivery of the inventory and the advertiser’s execution of their complete campaign, creating a standardized and transparent system of measurement.

The company’s unique position as the largest buy-side video ad server allows for a greater perspective of quality issues, namely viewability and verification, that affect both the buy- and sell-side at scale.

According to Forrester research, it is predicted that U.S. online video ad spend will reach $5.4 billion by 2016, but despite a tremendous increase in video ad inventory there is a lack of standards and guidelines focused on viewability and verification for video which hinders the overall growth of the digital video advertising industry.

While television advertisers have clear measurement systems in place, online video advertisers still lack that same confidence and trust.

“The digital advertising space is noisy and confusing. We need to establish better confidence and accountability in order to create trust. VINDICO works with both advertisers and publishers and is uniquely positioned to deliver a full- picture view of the marketplace. With Adtricity, quality of inventory can be assessed en masse to give advertisers a better view of where and what they are buying,” said Matt Timothy, president of VINDICO. “This is just the first step in opening up the dialogue on the need for collaborative efforts to address critical issues related to digital video ad reporting and quality.”

The key benefits of Adtricity include:

  •     Establishing a comprehensive measurement system to identify quality publishers, analyzing key factors across viewability, content, execution, traffic and domain
  •     Providing a scalable video solution for advertisers interested in quality across entire campaigns
  •     Solving a market-wide viewability issue by creating an industry standard for viewability, working in conjunction with authoritative industry bodies
  •     Providing agency/advertisers insight into campaign quality levels through ratings system and weekly reports on player size and domains

“VINDICO has been a long-time advocate of quality for online video advertising,” said George W. Ivie, Executive Director and CEO of the Media Rating Council. “We look forward to beginning our audit of Adtricity, and seeing first-hand how this new service helps to make the online video space as easy and trusted as any other measured media.”

VINDICO provides video advertising management solutions to over 250 brands through their leading agency groups such as GroupM, Havas, IPG, Publicis and Omnicom. The VINDICO solution reduces complexity for advertisers by providing an efficient and reliable way to serve video ads across multiple publishers and networks.

About VINDICO

VINDICO is the first ad management platform dedicated exclusively to video and sits at the center of the digital video ad eco-system, delivering more than one-third of all digital video ads. VINDICO’s video ad management platform gives brands and agencies a single solution to serve, track and measure all of their digital video ad activity. Since 2006, VINDICO has been the gold standard in digital video platforms and works with top media agencies and their clients. Through continued technology innovation, VINDICO also helps companies increase engagement with interactive video ad units for their customers which boost the results of their investments. For more information, please visit http://www.vindicogroup.com and follow us on Twitter at @vindico_group.

Adtricity is a trademark of Vindico LLC.

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Melody Serafino

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