Ginny Marvin says, “Yahoo said, this week, that it is now offering brands independent verification on display and video advertising for both viewability and fraud measurement. In addition to Yahoo’s own MRC-accredited viewability tool, Prime View, advertisers can use third-party solutions such as comScore, DoubleVerify, Integral Ad Science and Moat.

“At Yahoo, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice,” Dennis Buchheim, VP of product management at Yahoo, “which is why we’re partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web.”

The tools can be used to measure viewability and fraud rates for display and video ads across Yahoo’s owned and operated sites“.

Yahoo Opens Up To Third-Party Measurement For Fraud, Viewability

Marketing Land

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