Redwood City, Calif -- Nov. 1, 2016 -- Turn, the independent ad tech company, today announced it has now integrated the top three accredited video viewability providers, DoubleVerify, Integral Ad Science and Moat.
These integrations provide both algorithmic optimization to selected in-view rates and reporting directly in the Turn programmatic marketing platform. This capability is available at no additional charge to Turn clients. Historical viewability data from each provider is stored in the Turn data management platform (DMP) to evaluate multiple dimensions of a bid request in order to predict in-view rates and the right price to bid for ad inventory. In tandem with proprietary algorithms, viewable impressions are selected to hit advertisers’ goals of the right viewability at the right price on campaigns run through the Turn demand side platform (DSP).
For example, a global CPG company used Turn’s technology and viewability partner solution to beat campaign benchmarks by 30% and industry benchmarks by 60% for video viewability, while reaching its high-value target audience at scale.
Turn allows advertisers to choose their optimal viewability goals and metrics on one platform: the industry standard MRC, or more advanced video viewability definitions such as GroupM (100% in-view and audible for half the duration) or AVOC (audible and viewable on completion).
“We have invested in building the algorithms, tech and the industry’s leading video product that are getting phenomenal results for marketers,” said Julius Ramirez, Senior Director, Global Business Development, Turn. “Our deep technical expertise and partnerships with DoubleVerify, Integral Ad Science and Moat give the world’s top brands and agencies we work with the greatest flexibility and performance for their campaigns.”
“Deepening our partnership with Turn means our mutual customers can further increase the quality and performance of their online video advertising in more sophisticated and predictable ways,” said Wayne Gattinella, CEO of DoubleVerify. “This is good for our customers – and good for our industry overall.”
“We have partnered with Turn since 2012, and are excited to extend that to video viewability,” said Harmon Lyons, VP of Business Development at Integral Ad Science. “IAS’s video viewability segments allow our mutual advertisers to achieve specific viewability thresholds with the click of a button.”
“Our partnership enables Turn to offer real-time optimization in video toward viewability and attention,” said Jonah Goodhart, Co-Founder and CEO of Moat. “Turn's focus on enabling Moat as a currency on their platform signals a strong shift beyond just optimizing towards viewable ads and to transacting on them as a currency. We applaud their effort in helping push the industry forward.”
Turn, the independent ad tech company, delivers real-time insights that transform the way leading media agencies and enterprises make marketing decisions. The Turn platform enables anonymous audience planning, data centralization, cross-device advertising, and advanced analytics, along with point-and-click access to more than 150 integrated technology partners. Turn works with the world’s top brands and agencies, including DirecTV, Experian, HP, Kia, Kraft Heinz, L’Oreal USA, Thomas Cook and Zales. Headquartered in Silicon Valley, Turn offers its products and services worldwide. For more information, visit turn.com or follow @turnplatform.