• by Felicia Greiff , December 17, 2015

Viewability is the name of the game for Moat, the SaaS (software as a service) marketing analytics firm that Tremor Video selected as a partner for its DSP.

“We believe viewability is the new starting point for brands in digital that ultimately helps provide the confidence they need to invest more dollars online,” stated Jonah Goodhart, Moat CEO and co-founder.

Under the new partnership, clients who buy against guaranteed viewability can do so using Moat’s viewability metrics. They can choose these metrics as a key performance indicator through Tremor Video's DSP.

Moat’s metrics were accredited by the Media Rating Council earlier this year, and they’re based on the MRC definition of a viewable impression (supported by the IAB, ANA and 4A’s), as well as GroupM and Unilever's definition, as reported by Ad Age: "100% of an ad is in view for any length of time and video where 100% of the player is in view; at least half the ad plays; the sound is on; and a person actually clicks to start it."

In an email to Real-Time Daily, Katie Evans, SVP, operations and sales strategy at Tremor Video, said the partnership is another step toward “creating an open platform as opposed to walled gardens.” It enables clients to deploy and optimize campaigns in real-time, based on partners they choose, Evans added. 

Moat is Tremor Video's first third-party viewability partner. The company works with DoubleVerify and Integral Ad Science on various quality aspects that it plans to integrate with viewability metrics.

Tremor Video's DSPs was named one of Forrester’s leading ones in its Wave report, citing strengths in audience forecasting and in-flight optimization.