Unanimis launches new tool measuring online ad visibility

Unanimis is partnering with Alenty to offer a new tool measuring online advertising visibility and engagement, reports the IAB.

The new product, currently being tested with publishers ahead of a summer-roll out, lets advertisers measure the number of seconds an ad is veiwed on screen, allowing advertisers to charge advertisers for exposure time rather than impressions.

Damon Reeve, chief executive of Unanimis, said: “While online publishers and networks have high reach it’s been a real challenge to offer broadcast advertisers tracking, measurement and pricing that is comparable to broadcast.

“Exposure and time based measurement and pricing is key to closing this gap.”

Unanimis was acquired by Orange France Telecom Group in Aug 2009, and reaches over 73% of the UK online population, according to comScore figures.