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Yahoo adds ad viewability and fraud measurement

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Yahoo has made independent viewability and fraud measurement for video advertising available on all its properties.

Yahoo is partnering with third-party measurement companies that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC). Advertisers running campaigns with Yahoo can choose from a variety of measurement solutions for greater transparency into campaign performance to ensure appropriate return on advertising spend, brand safety and ad effectiveness.

This is set to be a huge boost for Yahoo’s online VoD platform and streaming services.

Read the entire story here.

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