NEW YORK, May 14, 2014 (ADOTAS) — myThings, a leader in programmatic ad solutions tailored for the largest eCommerce brands, announced today that it has selected comScore, a leader in measuring the digital world, as its ad verification partner. The collaboration will ensure that ads served by myThings will not appear alongside inappropriate content or be exposed to non-human traffic.
The concern of non-human traffic or click fraud is apparent with Google’s recent purchase of Spider.io, an online ad fraud fighter. Through the use of comScore’s validated Campaign Essentials™ (vCE®) technology — if an artificial or inappropriate environment is detected- comScore’s technology will block the ads in real-time; therefore, increasing ROI for each ad campaign.
The comScore solution is also designed to protect a brand’s image by ensuring that digital ads do not appear alongside inappropriate content or any content that could potentially tarnish the image of the advertiser.
“Because we know that the brand name of our premium customers is their most valuable asset, we performed a comprehensive examination of existing ad verification solutions. comScorevCE® product quickly emerged as a favorite, meeting all our requirements to ensure that the ads we serve only run as intended,” commented Laurent Gibb (pictured), myThings Vice President of Media.
In addition, myThings will also be able to use comScore viewability and engagement data to optimize media buying, paying the right price for ads based on how often ads are seen or engaged with on any given site. The vCE® package was the first service accredited by the Media Rating Council (MRC) under the new IAB ad verification guidelines, which specify that 50 percent of an ad must be in the viewable portion of an Internet browser for a minimum of one second.
Scott Joslin, VP International Advertising Effectiveness at comScore, added, “We are delighted to be working with myThings to provide a trusted ad environment for its most valuable clients. As an MRC-accredited solution, comScore vCE ad validation will ensure that myThings’ campaigns are safe, efficient, and fully optimized.”
The vCE® suite is available to all myThings advertisers globally, and will be used in addition to its robust pre-existing in-house proprietary brand safety and ad quality technology.
Founded in 2005, myThings is the global leader in customized programmatic ad solutions. Turning big data into incremental demand, the company personalizes over 5 billion impressions per month for top advertisers in 30 markets including Adidas, Walmart, ToysRUs, Littlewoods, Very, Zalando, Orange, Best Buy and Microsoft.
myThings’ customized programmatic offering is answering two pains of today’s real time ad space: template-based automation and lack of transparency. It empowers advertisers by creating fully customized, brand-aligned programmatic campaigns, while providing them with detailed, actionable insights into the performance patterns of their audiences across all channels.