A key element in most advertisers’ strategy is to reach users in the in-app environment. VPAID is meant to be the solution for the long lasting issue of measurement and tracking in mobile. All of Verizon Media Group’s advertisers have adopted and been using this interface to support viewability measurement. Scaling VPAID mobile app has been a major challenge as VPAID inventory is scarce, mainly due to technical challenges in bringing this format over to the app environment. Verizon Media Group partnered with Fyber to find a way to scale VPAID traffic in the mobile app environment.
In an attempt to adjust to the longawaited needs of the industry, significant efforts were made to achieve a more seamless flow of brand spend to mobile. The Fyber team had spent close to 8 months tackling the VPAID scalability issue and further developed the Fyber platform into the first and only publisher platform in the industry that fully supports VPAID for all common mobile app ad units such as interstitial and rewarded video. Fyber has also partnered with Innovid, the world’s leading video marketing platform, to supplement its in-house solution.
The results we have seen with Fyber’s VPAID mobile app supply have been fantastic. In fact, this type of performance and scale are what mobile app publishers have promised for some time. The only difference now is that our advertisers and DSP are able to measure and optimize towards it.
Manager, Platform Operations and Exchange Marketplace, Verizon Media Group
With the introduction of Fyber’s scalable VPAID mobile app solution, video ad campaigns have started to run safely and smoothly in the mobile environment. As soon as the solution was enabled from the technical perspective, brand campaigns were able to successfully find their desired users in mobile apps while maintaining the ability to measure campaign metrics. As a result, a massive brand digital marketing budget flow was unlocked into the mobile app environment. Through the Fyber platform, advertisers connected to Oath are now able to buy the right blend of gaming and non-gaming app inventory based on audience data from the largest pool of mobile app VPAID inventory on the market. In addition, Verizon Media Group gained deep visibility into viewability scores for all of its advertisers.