Vindico believes ensuring viewable impressions is a key to transacting more efficiently within the broader digital video ecosystem. The Media Ratings Council (MRC) is expected to lift an advisory against buying and selling video ads based on viewability by the end of June, following recent moves it made on the display side.
“We are in the process of talking to everybody who’s a supply source – it’s about how do you accumulate quality and make it a place where premium guys are (less skittish) on programmatic?” Timothy said.
“Will an (MRC accreditation) go far enough?” he added. “No. But at least we’re getting to the basic construct that if I am an advertiser, my ad (has the) opportunity to be seen. We’re drinking our own Kool-Aid if we think TV dollars will flow here if we can’t get our house in order.”