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Online video firms propose viewability measurement standard

A group of online video advertising firms have introduced a new method of determining whether a given video-based ad embedded in a web page is "viewable" to the user or not. The group, which includes TubeMogul, BrightRoll, Innovid, LiveRail and SpotXchange, hopes to make this method, called OpenVideoView, an industry standard. The code can detect whether a browser window is active or in the background, whether the video is in frame and whether or not the sound is muted. According to the group, this is the first time members of the industry have supported an open standard for this form of measurement rather than a proprietary technique. The group also states that the method is currently being reviewed by the Interactive Advertising Bureau and the Media Rating Council, as well as Google.

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