Getting so-called "pre-bid" data feeds from ad verification companies is becoming commonplace for ad networks and DSPs. As the name suggests, "pre-bid" verification screens out impressions at the server level prior to bidding, saving money on ad space that is either unacceptable to the buyer or not in view.
So far agency trading desks don't appear to be using pre-bid feeds en masse, but that may be changing. In a deal announced today, Vivaki is making comScore's ad verification data available to Audience On Demand media buyers on a pre-bid basis. The agreement should let AOD advertisers refine audiences and guarantee placements it bids on are in-view, deliverable, and contextually appropriate before they name a price.
Earlier pre-bid deals include DoubleVerify integrations with AppNexus, CPX and Dedicated Media (press release), and AdSafe tie-ins with Turn, The Trade Desk, WPP's Media Innovation Group, and others (press release). comScore says the arrangement with Vivaki marks the first time its viewability data has been made available to an ad targeting outfit.
Mike Zeman, VP, Solutions at the VivaKi Nerve Center, said in a statement, “Viewability insights obtained ‘pre-bid’ enable us to more accurately assess the value of inventory in the ecosystem and deliver significantly better results for our clients."
For more on what pre-bid means, check out DoubleVerify CEO Oren Netzer's extended comment from our April 2012 interview.