Rocket Fuel announced it will be the first DSP to offer IAS Enhanced Video Quality Metrics as part of an integrated solution for brand advertisers. With this industry-leading partnership, Rocket Fuel and IAS are able to provide marketers with an unprecedented level of transparency and quality protection across video ads purchased programmatically.
According to eMarketer, US programmatic digital video ad spend will account for more than $7 billion USD, or 65 percent, of total US digital video ad spend by 2017. While this market represents a great opportunity for advertisers, not all video ad impressions are created equal. In-stream (pre-roll) video ads deliver a more engaging, impactful user experience when compared to in-banner ads, but unfortunately, a significant portion of video ad inventory that’s available on the open exchange appears in-banner, without content following the ad. Rocket Fuel’s partnership with IAS removes the guesswork behind identifying quality video ad inventory, making it easier for marketers to know whether they’re running video ads in-stream or in-banner, directly impacting brand awareness and campaign ROI.
This solution is the first of its kind and will be available for Rocket Fuel managed service customers early next month.
Source: Rocket Fuel Press Release