Viewability guarantees aren’t new. For advertisers that demand it, ad tech companies can optimize toward viewability on open exchanges or run viewable deals in private marketplaces.

The problem is, those options often lack the scale necessary for national branding campaigns, said Sarah Warner, GroupM digital investment lead.

GroupM, known for its hard line on viewability, has been working with AppNexus since last year on a viewability product in which the exchange assumes the cost of unseen impressions.

With that safety net in place, the agency can target a large pool of supply and not end up in a fight with its vendor over reconciliation and potential make goods, Warner said.

The TrustX exchange offers a similar human-viewable guarantee that allows buyers to pay only for viewed inventory, but its reach is limited to the selection of premium publishers that participate, as in a private marketplace.

If AppNexus can cultivate its guarantee across its entire exchange, “the scale is considerable and would free up a lot of work for buyers doing highly viewable PMP deals,” said Josh Bock, senior VP and global managing partner at IPG agency UM Worldwide.

AppNexus originally developed its viewable guaranteed marketplace to pacify large GroupM clients, but demand is coming from all corners.

“In 2018 we saw more appetite for the offering within our base,” said Viren Tellis, senior director of marketplace management at AppNexus.

Read More at The Original Article: adexchanger.com