NEW YORK--(BUSINESS WIRE)--Yieldmo, the design-driven premium mobile advertising provider, announced a partnership with Moat, the leading independent SaaS analytics and intelligence firm, to measure viewability, as defined by the latest Media Rating Council (MRC) mobile guidelines, and build a broader foundation for mobile-specific user engagement metrics, such as horizontal swipes, vertical scrolls and 360° tilts—all of which help paint a truer picture of how consumers are paying attention to media campaigns beyond clicks and impressions. This partnership marks significant industry progress around mobile ad engagement measurement.
“Over the past four years, we’ve developed user-friendly, mobile-specific ad formats that not only preserve a seamless media experience for premium publishers and their audiences, but also drive performance for advertisers through true customer engagement,” said Mike Yavonditte, Yieldmo founder and CEO. “Our partnership with Moat offers third-party measurement of the user engagement metrics we have always focused on across our premium publisher properties, representing 82% of U.S. smartphone users1.”
Accurate mobile ad measurement has never been more important for marketers. With $43.6 billion expected to be spent on mobile advertising in the U.S. in 2016—63% of total U.S. digital ad spend2—marketers must understand the effectiveness and return on investment on that scale of spend. As such, brands are increasingly interested in understanding engagement and mobile ad viewability, on which the standard-setting organization MRC has recently released guidelines. Publishers also desire to understand how their mobile readership is engaging with advertisements, as many publishers now see more traffic from mobile than desktop.
Together, Yieldmo and Moat will also support the emerging industry shift toward transacting on viewable impressions. The combination of Yieldmo’s consumer-friendly mobile ad formats, Moat’s industry-only MRC-accredited mobile viewability measurement and both companies’ deep insight into user attention and advertising engagement metrics empowers publishers and advertisers with a more holistic understanding of return on advertising spend (ROAS).
Moat CEO and Co-Founder, Jonah Goodhart, added, “With the continued increase in mobile investment, it’s crucial to provide advertisers and publishers alike with the tools to understand how consumers are paying attention to mobile ads and transact based on the right currency. We are excited to help move the industry forward with mobile-specific attention metrics through this partnership and provide advertisers and publishers with the opportunity to buy and sell based on the metrics that are most meaningful to them.”
Yieldmo clients will begin seeing the benefits of this partnership immediately in the way both campaigns are sold and metrics are reported, as an enhancement to its existing reporting suite of mobile engagement metrics and insights.
 comScore, January 2016
Yieldmo is a New York-based mobile advertising provider that develops uniquely-mobile ad formats that offer a better user experience for consumers, higher mobile ad performance for advertisers and superior mobile monetization for publishers. Yieldmo’s Ad Format Lab™ employs human-centered design processes to create and optimize a full funnel of ad formats that accomplish any media campaign objective, across more than 120 premium publisher partners, reaching 82% of the U.S. smartphone users. The company is backed by a number of premier investors, including Google Ventures, Union Square Ventures and Time Warner Investments.
For more information on Yieldmo, please visit https://yieldmo.com/.
Moat is a New York-based SaaS analytics company focused on building products for brand advertisers and premium publishers. Their offerings include Moat Analytics, an attention measurement platform that provides analytics and insights on ad campaigns and website inventory for publishers and advertisers, and Moat Pro, a real-time ad intelligence platform for marketers, publishers and agencies. Moat is the first company to be accredited by the Media Rating Council (MRC) to measure viewable ad impressions across online display, video and mobile (web and in-app). The company was founded by Jonah Goodhart, Noah Goodhart and Michael Walrath, a team that previously partnered to launch Right Media, which was acquired by Yahoo! in 2007.
For more information on Moat, please visit https://moat.com/.