Undertone, which creates digital advertising solutions for brands, today announced the launch of the Undertone Viewable Impression Guarantee™, offering the assurance that advertiser campaigns running across Undertone’s Preferred Publisher Portfolio™ will beat an aggregated industry benchmark for display ad viewability. The working definition of a viewable impression from 3MS (Making Measurement Make Sense) is a display ad unit that is fifty percent in view for at least one second.

“While there is a lot of talk around viewability in the market, measurement standards for brand advertisers are still uncertain. With the launch of this guarantee, we’re taking a leadership position and delivering real clarity to our clients,” said Eric Franchi, co-founder of Undertone. “At the heart of this new guarantee is an aggregated and objective cross-vendor viewability benchmark that takes into account the varying methodologies and approaches currently in use, and against which our advertisers can hold us accountable.

“This guarantee is just a first step – we’ll continue to use aggregated data from all of our campaigns to further enhance viewability standards for advertisers, while also helping publishers improve the level of viewability on their sites.”

For the launch of the Viewable Impression Guarantee, Undertone has partnered with DoubleVerify and Moat to provide viewability measurement. Viewability data gathered from these providers will be compared against Undertone’s benchmark, and Undertone will issue make good impressions to any advertiser whose campaigns do not meet the benchmark.

“For all the available measurement capabilities, there is still too much uncertainty in buying display, and the core of this is where and whether ads are actually seen by consumers,” said Michael Turcotte, SVP Digital & Magazine Activation, Zenith Media. “Guaranteeing viewability is a first step towards a common currency and will hopefully inspire all the stakeholders to work toward building a better ad and user experience.”

The Viewable Impression Guarantee is the fourth in Undertone’s suite of customer guarantees that includes the Video Guarantee™, Quality Guarantee™ and the Standout Brand Guarantee™. Full details of the guarantee, including complete terms and conditions, are available at: http://www.undertone.com/the-undertone-difference/guarantees.

The news first appeared in Adweek.

About Undertone

Undertone is focused on making digital media work for brands. We do this through immersive ad units that we place on the world’s best websites. We own and operate an ad serving platform that optimizes our clients’ campaigns across screens and formats, making every media buy work harder and smarter. We fuse creative, content and technology to deliver Standout Brand Experiences™. Find out more at www.undertone.com.