Yieldmo, the mobile advertising firm, has partnered with SaaS analytics and intelligence company, Moat, to boost its measurement viewability, according to Media Rating Council (MRC) mobile guidelines, and build a better foundation for mobile-specific user engagement metrics. Horizontal swipes, vertical scrolls and 360° tilts are measured to find out what user attention is like beyond clicks and impressions.
Yieldmo partners with Moat to boost engagement metrics
Mike Yavonditte, Founder and CEO, Yieldmo, says:
“Over the past four years, we’ve developed user-friendly, mobile-specific ad formats that not only preserve a seamless media experience for premium publishers and their audiences, but also drive performance for advertisers through true customer engagement. Our partnership with Moat offers third-party measurement of the user engagement metrics we have always focused on across our premium publisher properties, representing 82% of US smartphone users.”
Mobile advertising measurement is now more important than ever before. $43.6bn are predicted to be spent on mobile advertising in the US this year. That’s 63% of total US digital ad spending.
Ultimately, that means brands now require enhanced stats and metrics in order to gain a greater understanding of mobile ad engagement. In partnership with Yieldmo mobile advertising formats, Moat’s MRC-accredited mobile viewability measurement and deep insights offer publishers and marketers a more complete picture of their return on advertising spend (ROAS).
Jonah Goodhart, CEO and Co-Founder of Moat, adds:
“With the continued increase in mobile investment, it’s crucial to provide advertisers and publishers alike with the tools to understand how consumers are paying attention to mobile ads and transact based on the right currency. We are excited to help move the industry forward with mobile-specific attention metrics through this partnership and provide advertisers and publishers with the opportunity to buy and sell based on the metrics that are most meaningful to them.”
Yieldmo clients will be able to gain an overview of how campaigns are sold and metrics are reported.