Yahoo! Introduces Prime View, A New Way To Buy Viewable Impressions

Written on
Jun 25, 2014 
Mike Daly  |

ADOTAS – This morning, Yahoo introduced Yahoo Prime View, a new product that, according to a company spokesperson, gives brands the ability to run display advertising campaigns at a 100-percent viewability rate on Yahoo properties. This new way to purchase premium display inventory is designe to helps advertisers improve campaign performance, and ensures they only pay for viewable impressions.

“Yahoo is the largest publisher to offer a viewable impressions solution using a methodology accredited by the Media Rating Council (MRC),” said Scott Burke (pictured), SVP, Advertising and Data Platforms at Yahoo!, in a blog post. “Yahoo Prime View’s viewable impression methodology is based on a new MRC accreditation that is aligned with the Interactive Advertising Bureau (IAB) standard for display ad viewability measurement.”

Yahoo Prime View is now available for display ads on Yahoo in the U.S., and the company plans to extend the offering across the Yahoo global network,” said Burke.

Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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