Pixalate Delivers Top-Grade Ad Protection Technology; Advertisers Can Optimize for Viewability Across Channels and Buying Tactics by Unifying Reports from Programmatic and Direct Buying
Centro, a provider of enterprise-class software for digital advertising, today announced an integration with Pixalate to give users of its Basis programmatic ad platform real-time, post-bid viewability reporting. Pixalate is a global intelligence platform and ad fraud-protection provider offering a comprehensive suite of products that bring transparency to programmatic advertising. Centro’s Basis gain access to technology to measure when ads are viewable. Advertisers can combine this with their direct buying viewability reports in Basis to drive campaign performance through holistic optimization, with ad spend adjusted through the same platform. Basis unifies programmatic and direct media buying with workflow automation, cross-channel campaign planning, universal reporting and business intelligence.
Brands have many concerns about digital advertising’s effectiveness in engaging customers. Data from Centro and Advertiser Perceptions showed that advertisers identified the ‘need for better insights/reporting deliverables from data’ as the top pain point in programmatic ad management. Agencies and advertising tech companies are galvanizing around viewability as a key performance metric and an illustration that ad placements are being seen, and therefore have value. When media buyers have stronger analytics for metrics such as viewability, they can better show that their ads work.
“Viewability has become a standard currency in the digital advertising ecosystem,” said Jalal Nasir, CEO of Pixalate. “By enabling Pixalate’s viewability measurement within Centro’s platform, media professionals will have seamless access to the valuable metrics required to build trust with all parties in the digital ad marketplace.”
Benefits of Viewability
The Media Ratings Council (MRC) has defined a display ad as “viewable” when 50% or more of the pixels appear in a browser for at least one continuous second after the ad has rendered. Benefits for media professionals using Pixalate’s viewability reporting technology in Basis include:
- Transparency: show advertisers if ads in campaigns are measurable for viewability, if the ads registered as “viewable,” and if viewability correlates with effectiveness
- Performance: placement level reporting to empower viewability-based optimization on direct-buying, PMPs and openRTB — all executed within the platform
- Guidance: Learn which domains, exchanges, and placements resulted in higher viewability rates to guide how to buy on current and future campaigns
Viewability is an online advertising metric that aims to track only impressions that can be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is designed to let advertisers pay only for the ads that users could possibly see. In addition to the newly launched post-bid viewability reporting, Basis has been providing pre-bid viewability targeting for advertisers optimizing campaigns based on impressions that have been predetermined to have a high likelihood of being viewable.
“Advertisers want actionable analytics and intelligence from ad tech, and we feel that pairing robust data on viewability with all-channel media buying tools can significantly improve campaign performance. Pixalate offers powerful technology for measurement and advertiser security, and our customers can now readily access this data and apply it to differentiate their brands,” said Katie Risch, EVP of customer experience, Centro.