Teads partners with Moat to let advertisers set their own viewability standards

Anne Freier

In Mobile Advertising. July 31, 2019

Video ad firm Teads has announced a collaboration with Moat, the analytics and measurement company, to enable advertisers to establish their own viewability standards.

Advertisers will only be billed when their standards are met.

“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” explained Teads CEO Bertrand Quesada. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”

Teads said that 100% of viewable impressions for viewable CPM (VCPM) and cost per completed view (CPCV) buys were up for auction for advertisers to set their own standards to.

Impressions which will not meet benchmarks are being given away for free.

“Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement,” added Mark Kopera, head of product for Moat at Oracle Data Cloud.

Teads hopes that the news could help drive the shift away measuring viewability through total impressions and instead focus on cost per viewable impression.