TubeMogul founded a consortium to address viewability with open source code in order to develop an industry standard.

1. ©2013 TubeMogulwww.tubemogul.com sales@tubemogul.com 510-653-0684
Advertisers rightly assume that the ads they buy will be
seen by the audience they want to reach, yet in digital
media this is not always the case. Too often, ads bought by
a brand are not “viewable”, because they are not displayed
on the viewer’s screen.
TubeMogul always wants brands to know what they are
buying via our platform and ensuring that the ads they
buy are “viewable” is critical. To move the video advertis-
ing industry towards a standard for viewability, we devel-
oped an open-source technology to detect whether an
in-stream video ad is actually visible to the viewer.
We’ve also partnered with other leading video compa-
nies to accelerate the solution - called OpenVideoView or
OpenVV - into an industry-wide standard. The goal of this
approach is to encourage open usage, conversation and
contribution by the industry in the creation of a single
standard around the measurement of online video view-
ability. The code was developed with the ANA-4A’s-IAB
Leading the industry to a video viewability solution
Making Measurement Make Sense (3MS) principles in mind
and is being submitted to the 3MS leadership and the Media
Rating Council (MRC) as an open reference template for the
viewability standard for digital video.
OpenVV is a simple solution for video viewability that can be
easily adopted across the digital video ecosystem. It mea-
sures the portion of a video ad that is in view and the amount
of time the ad is in view. The system has been successfully
tested across hundreds of millions of video ad impressions
and thousands of publisher sites. The current code base sup-
ports the display advertising viewability guidelines proposed
by 3MS – 50 percent of the video player in view on the user’s
screen for the first second of the video – but it can be updated
to support a new industry standard once one has been fully
defined.
Beginning in July, all campaigns running on the TubeMogul
platform will have site-level viewability reporting enabled.
This is just one more step towards providing full transparency
to our brand and agency clients.
Detects Pre-Roll Running as Auto-Play 300 x 250
Detects & Accounts for Browser Scroll Bars
Detects the Active Browser Window
Works with All Ad Exchanges, Networks and Publishers
Requires No Changes to Publisher Sites
To learn more about the initiative and to see a
live demo of the code in action, visit:
http://playtime.tubemogul.com/demo/
viewability/index.html
OpenVV FOUNDING COMPANIES:
we believe that video viewability
technology should be an open
standard that brands, agencies
and vendors adopt universally