SOURCE: Horizon Media

January 28, 2014 08:06 ET

Horizon Selects Turn to Make Programmatic Ads More Viewable

Proprietary RealVu Technology Brings Programmatic In-View Inventory to Marketers

NEW YORK, NY--(Marketwired - January 28, 2014) - Horizon Media announced today that it has piloted the first programmatic solution that assures an ad unit is in view before it is bought in the real-time bidding (RTB) process. This proprietary view-based solution is part of Horizon's continued commitment to creating transparency and efficiency across all communications. The agency has selected Turn, the marketing software and analytics platform, and RealVu Content Rendering Control Technology, to exclusively provide access to this in-view inventory for its clients.

"We're committed to providing transparent practices and metrics for all of our client campaigns," said Donnie Williams, Chief Digital Officer at Horizon Media. "Across all categories, including financial services, CPG, entertainment and retail, we have seen 30% increases in view-rates as opposed to existing market ready in-view solutions, as well as significant increases in brand lift and conversions."

RealVu® pre-bid in-view technology is the most reliable way to target in-view ad placements programmatically, resulting in quality inventory and improved return on investment and efficiencies for marketers. RealVu's technology screens each ad space for viewability based on page geometry prior to the bid, while other methods can only attempt to predict if an ad space is likely to be in view based on the performance history of the web page. The solution also offers a fully transparent and friendly iFrame delivery that discourages fraud and increases brand safety.

"An added benefit of this approach is mitigating fraud," added Donnie Williams, Chief Digital Officer at Horizon Media. "Through working with the industry leaders, Turn and RealVu, we're providing marketers with an improved way to navigate the programmatic space, and we will continue to drive the purchase of in-view-only inventory."

Horizon Media takes a multi-layered approach to confirm ad placement quality. The process involves RealVu integrating into the Turn platform to send ad placement viewability information in real time. Turn's algorithm uses this data to target high-quality audiences on high-quality inventory. Viewability is measured by third-party verification after the ads load, render and meet the IAB definition of viewable. Ad units bought with this method are typically 100% measureable with high "viewable impression" results.

"Quality delivers results, and this technology encourages publishers and advertisers to embrace quality at scale -- to help ads get seen and engaged with while delivering higher ROI to marketers," said Wolfgang Maasberg, Senior Vice President of Sales and Field Operations at Turn.

Horizon Media will continue to develop programmatic solutions, emerging technologies and strategic partnerships to improve performance and reduce the effective cost of media. 

About Horizon Media

Horizon Media, Inc. is the fastest growing media services company in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, Chicago and Amsterdam, Netherlands. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of over $4 billion and approximately 800 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit www.horizonmedia.com.

About Turn

Turn delivers real-time insights that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data management, cross-channel advertising, and advanced analytics from a single login, along with point-and-click access to over 100 premium technology partners. Turn is headquartered in Silicon Valley and provides its products, and services worldwide. For more information, visit turn.com or follow @turnplatform.

About RealVu

RealVu is the industry leader in viewable impression ad serving and reporting. RealVu's patented Content Rendering Control (CRC) makes ad serving decisions based on the viewability of the ad space, allowing publishers programmatic platforms and buyers to transact more efficiently in the new viewable digital advertising landscape. RealVu is the first company to be accredited by the MRC for the viewable impression metric. For more information visit RealVu.com.

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