SOURCE: Varick Media Management

Varick Media Management

September 23, 2014 11:12 ET

Varick Media Management Partners With Integral Ad Science on Viewability

Initiative Includes Measurement, Benchmarking

NEW YORK, NY--(Marketwired - Sep 23, 2014) - Varick Media Management (VMM) today announced an initiative to integrate viewability measure into all campaigns. VMM will leverage solutions offered by Integral Ad Science (IAS) to measure viewable impressions based on the Media Ratings Council's viewability standard of a display ad that is 50 percent in view for at least one second.

"Programmatic ad buying is a great tool for advertisers, but ads are often only effective if qualified consumers see them," said Varick Media Management President Paul Rostkowski. "After conducting a head-to-head test with several vendors, we found that Integral Ad Science's pixel-based solution allowed for the easiest implementation and most accurate reporting on the exact number of seconds an ad was in-view."

VMM has begun to incorporate Integral's viewability tools, which provide insight into where display ads purchased programmatically appear, as well as whether the ads are in view. VMM clients will benefit from IAS technology that improves campaigns' in-view impressions and overall performance. 

"By partnering with Integral Ad Science, Varick Media Management's clients will better understand what true viewability means, and be able to apply targeting to their programmatic media buys in order to increase viewability and time in view, and exclude fraudulent inventory," said Integral Ad Science Director of Global Platform Sales Cori Plotnick. "Their clients will further benefit from other aspects of Integral's suite of solutions, including site-level transparency into viewability segments."

This story appeared first in MediaPost.

About Varick Media Management

Varick Media Management (VMM) brings you closer to your customers with programmatic advertising solutions spanning multiple media channels, formats, and inventory sources. VMM's proprietary software, The Lens, is a centralized data hub and decision-making engine powering campaign optimization, analytics, and data science. Whether your advertising goals include increasing brand awareness, driving sales, or gleaning information about your customers, VMM has a set of tools to help you achieve the best results. The company is committed to the promotion of brand safety across all verticals and is IAB QAG 2.0 certified.

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