We all know the analogy of “if a tree falls in the forest, and no one is around to hear it, does it make a sound?” The same is true for online media – if an impression is served but it’s not viewable, does it matter? For advertisers – it does, as they are paying on served impressions, viewable or not. We’re aiming to build a better industry by bringing solutions like viewability to the forefront, creating more effective ad campaigns for advertisers, and providing technology for networks, exchanges and other sell side platforms to get more granular data to improve ad delivery and performance.

The power of viewable data is mostly untapped, as more and more agencies adopt this metric, we’ll see much smarter campaign optimization based on the findings. Layer in brand exposure time, and we’ll be able to get insight into what the optimal viewing time per ad would be – which can then lead to more effective ad creative, or different decisions on placement on the page, or even ad unit itself.

Taking this one step further, what if those viewability metrics were to combine with other exposure stats like audience composition and reach? Or even if those were to then be compared to effectiveness measures for brand lift and conversions? Media planners would have a unique set of data points to ensure their ad buy would as impactful as possible.

Now that data combination is a reality, with a new solution called Advance™ – an integrated solution that provides marketers the insights needed to optimize digital media campaigns based on brand, behavioral and sales impact. Launched this week in a joint effort with Compete and Dynamic Logic, we’re proud to provide important viewability data to complete this robust reporting and optimization system.

By empowering digital media companies like Compete and Dynamic Logic with the viewability data that the industry needs to see through iFrames, and at the impression level, we’re equipped to lead the charge for better transparency, efficiency and smarter online media campaigns, ultimately driving more revenue into the online ecosystem with real value for advertisers to gain measurable results.

To learn more about this solution, read the full press release here.