Yahoo! Tracks Viewability and Fraud

Yahoo! has launched a viewability and fraud measurement system for use across display and video advertising on its owned and operated properties, as well as on media purchased across its programmic buying platform.

For the launch, Yahoo! has partnered with third-party measurement companies including comScore, DoubleVerify, Integral Ad Science, and Moat. These firms meet the standards of the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC), and Yahoo! says it has selected them to help it bring unbiased, accredited reporting for ad viewability and traffic fraud to the digital advertising industry.

Dennis Buchheim (pictured), VP of Product Management, comments: 'At Yahoo!, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice, which is why we're partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web'.

Web site: www.yahoo-inc.com .