Yahoo Prime View Enables 100% Viewability on Display Ads
David Gunzerath, senior vice president and associate director of the MRC, says that Yahoo “has a very safe environment that’s limited to its own properties and can control all the aspects that go into the viewability determination.”
According to Gunzerath, one of the big historical impediments to viewability measurements has been the inability to measure within certain iframe environments, but SafeFrame marks an advance.
“We congratulate Yahoo for achieving accreditation,” Gunzerath says. “In fact, it’s something of a milestone because Yahoo’s viewability solution is the first we’ve accredited that uses the IAB SafeFrame protocol, so we think this is an important step in advancing the state of viewability measurements.”