With marketers under increasing pressure to show their online media spend is driving ROI, Oracle is trumpeting that its measurement and analytics arm Moat has been certified by trade bodies for online video viewability.
Oracle has today (14 November) announced that Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organisation consisting of trade bodies representing brands, media agencies, publishers and tech outfits.
The enterprise software outfit purchased Moat for a reported $850m earlier this year, and has since gone about integrating it into its Oracle Data Cloud offering, with the company claiming that Moat passed all 32 tests across multiple behavioral scenarios and browsers to secure ABC certification for desktop video.
Jonah Goodhart, Moat cofounder and SVP of Oracle Data Cloud, said the certification was a particular merit, since this is the first year that ABC is offering its backing for video. “Time spent with digital video has gone up 115 percent over the past five years in the UK, and providing transparent measurement has become even more important to support this growth,” he added.
Simon Redlich, ABC, chief executive officer, said transparency is essential for the continued growth of the programmatic trading sector, especially as video is increasingly traded in such a manner.
Multiple trade bodies operating under the JICWEBS umbrella have recently underlined their commitment to ensuring greater transparency in the adtech supply chain – a groundswell of activity prompted by increased scrutiny by some of the world’s largest tier one advertisers such as Procter & Gamble.
The outcry has affected some of the industry’s largest names with the traditional ‘walled gardens’ of Facebook and Google relenting from their earlier ‘privacy-first’ stance.
However, a recent study from GroundTruth (formerly xAd) and ExchangeWire Research found that less than a quarter (24%) of mobile media planners use third parties to measure and validate their data.