In providing more transparency to its advertisers, Yahoo is now providing independent viewability and fraud measurement for both display and video advertising on its owned and operated properties, as well as other media purchased across its programmatic platform.

As viewability hovers at around 50% brands becomes increasingly wanting to check publisher’s math with third-party measurement companies, but many major industry players like Google and Facebook is not able to give this type of flexibility. Yahoo is the first premium digital publisher in providing an open third-party measurement across its platform. In order to offer these figures, the company, partners with third-party companies that will help align with guidelines for measurement set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC), including comScore, DoubleVerify, Integral Ad Science, and Moat, among others. Advertisers running campaigns with Yahoo can choose from a variety of measurement solutions provided by those that are accredited third-party measurement companies.

As shown, viewability is one of the big concerns for the industry. This past May, Google’s video viewablity report has revealed that the average viewability of video ads across the Web, exclusive of YouTube, is only about 54 percent. Compared to the data presented from December last year, Google’s display viewability report has shown that 56.1 percent of all the impressions served on the Google display platforms could never have been actually seen. With so many ads going unseen, brands are refusing to work with publishers who would refuse to provide transparency around viewability and fraud.

For example, at the Association of Media Advertisers Media Leadership Conference last March, Kellogg’s announced that it refused to invest in YouTube until Google allowed third party viewablity measurements. So Yahoo’s move toward transparency could actually attract advertising from bigger brands, according to Brian Mandelbaum, chief executive officer (CEO) of Clearstream, a Chicago-based video advertising platform.

“Yahoo’s announcement today is an important move for the industry, because brands like Kellogg already said that there’s a need for third-party verification,” says Mandelbaum. “If you are a brand, you really don’t want to have an external party to tell you what they believe your ad impression is and make money on that impression. Instead, you want an audit and verification. I think going forward, Google and Facebook will start to open up as well.”

For now, the industry standard for viewability is somewhere between 35 to 45 percent. Mandelbaum believes that technology is going to have a chance to catch up to the demand before those numbers would see a significant increase.