Vindico has released its Q2 '14 Adtricity rankings, with 45% of online video ad impressions receiving a grade of "A" or "B" up from 34% in its last rating in late 2013. "A" and "B" ratings are considered TV quality and are respectively defined by Vindico as "placed in high impact areas and excellently executed" and "often placed front and center, and generally well executed with minor deductions."
Late last week, VINDICO, the big online video ad serving company, launched a new product called Adtricity, which is meant to standardize quality rankings for both video advertisers and content publishers. Matt Timothy, VINDICO's president, explained to me his belief that in order for online video advertising to continue scaling, both the buy and the sell sides of the ecosystem need stronger measurement of both viewability and verification.
Matt cites the explosion of ad networks that VINDICO works with, numbering 128 in 2012 (up from 50 in 2010) as a key reason for Adtricity's development. Because networks can be under pressure to deliver on their commitments, this can lead to ad placements that aren't quite what the advertiser thought it was getting, though they still contribute to delivery goals. Matt thinks of Adtricity as turning a "flood light" on the market, which will help all sides achieve better quality.