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June 03, 2015

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Yahoo Lets Advertisers Independently Measure Viewability

By Chris Crum

Yahoo announced that it is giving advertisers the ability to independently measure viewability and fraud for display and video advertising on Yahoo owned and operated properties as well as media purchased across its programmatic buying platform. Advertisers can choose from third-party measurement solutions from comScore, DoubleVerify, Integral Ad Science, Moat, and others to validate for viewability and fraud.

As Yahoo notes, no other large premium digital publishers are providing this capability in such an open way. Others will likely follow suit.

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