Yahoo gives marketers more transparency and control with new viewability measurement capabilities

Today we’re expanding our open viewability measurement to include Yahoo Gemini native video, as measured by Moat. We now also offer guaranteed viewability thresholds for Yahoo Gemini native video* in addition to the display and video formats announced last year.

It’s easy to understand how native video advertising is a smart buy. Recent internal studies at Yahoo show that our advertisers have seen increased ROI (20% lift), engagement (3X lift), brand awareness (114% lift) and purchase intent (33% lift) with their native video campaigns.**

Similarly, we’ve found advertisers measuring campaigns with higher viewability have seen improved performance (68% lift), better analysis and increased transparency in their campaigns.**

In partnership with Moat, we’re now giving marketers more ways to measure their Yahoo Gemini native video campaigns. With Moat’s accredited analytics, marketers will be able to better compare performance across publishers and ensure appropriate return on advertising spend and ad effectiveness.

“Cross-platform measurement and analytics have become increasingly important for marketers and we are truly excited to expand our partnership with Yahoo to not only measure viewability, but also to measure metrics that go beyond viewability,” said Jonah Goodhart, CEO and Co-Founder of Moat. “Ultimately we believe the currency of digital advertising will require human and viewable impressions as the base, but marketers will look to move toward business outcomes and effectiveness signals including those enabled by Moat Attention Analytics.”

Yahoo’s general philosophy is that digital publishers and ad serving providers shouldn’t be the ones measuring viewability. In 2015, Yahoo was the first digital publisher and ad tech provider to offer advertisers an open third party approach to viewability measurement across display and video, and continues to lead the way by now offering native video viewability as well.

As part of today’s announcement, we guarantee managed advertisers a viewability threshold for desktop display, video and now native video campaigns running on the BrightRoll DSP for video and on Yahoo Premium. Guaranteed viewability is available for Yahoo campaigns in partnership with Moat and other accredited 3rd party vendors.

“Yahoo is committed to giving marketers full transparency and control of their campaigns across ad formats and our ad platforms. We’re proud to be leading the industry with important partners like Moat to enable improved results for our marketers with open viewability measurement,” said Leo Polanowski, GM Mid & Emerging Markets, Americas, Yahoo.

Want to learn more about how you can increase your campaign measurement visibility and control? Contact your Yahoo account representative today!

* Guaranteed viewability thresholds for Yahoo Gemini native video in beta
** Based on 2015 Yahoo internal data