Digital ad company Exponential Interactive and analytics firm Moat have entered into a global partnership to address customer concerns over ad viewability, saying they'll only charge for ads that meet the IAB’s current definition of viewable.

Moat - accredited by the Media Rating Council in the US and ABC in the UK - said in Q2 that just 56% of video ads met this definition (50% of pixels being in view for at least 2 continuous seconds).

Jonah Goodhart, Moat’s Co-Founder and CEO said, “Viewability is one of the biggest issues facing marketers today as an ad that does not have the opportunity to be seen has very little value. Working with Exponential will help drive a much needed shift to a world where viewable-impressions are the basic standard.”

“Offering 100% viewability goes way beyond the IAB US’ recommendation that an advertiser should pay for all campaign impressions as long as just 70% are deemed viewable,” said Doug Conely, Exponential’s chief strategy officer. “Video is playing a massive role in consumer engagement, thus offering 100% viewability through an adaptable pricing model will help encourage more brands to shift spend from TV to online video.”

The 100% viewability deal will work across Exponential’s multi-screen VDX video format and as part of their vCPME hybrid pricing which combines CPM and CPE models.

Published on: 8:12AM on 7th October 2015