GroupM programmatic agency Xaxis has launched Xaxis Viewpoint in Asia Pacific in a move it claimed will provide marketers with far greater transparency.
The company claimed it will become the first fully programmatic product in the region to guarantee 100% viewability.
It will initially be available in Singapore, Hong Kong, India, Malaysia, South Korea, Taiwan and Thailand.
Xaxis said the technology ensures advertisers are only charged for ads that are viewable according to standards set by the Media Rating Council (MRC) and Interactive Advertising Bureau (IAB).
Those current guidelines state that 50 per cent of pixels must be in the viewable portion of an internet browser for at least one second to qualify as a “viewable display impression”.
The firm added that Xaxis Viewpoint will give advertisers “direct, first look access” access to inventory through Xaxis Marketplace, which includes publishers such as Microsoft.
“Xaxis recognises the fundamental importance translating marketers’ budgets into ads that are 100% viewed by consumers,” Xaxis Asia Pacific chief executive Michel de Rijk said.
“We continually strive to be leaders in establishing industry standards and the launch of Xaxis Viewpoint certainly delivers on this.”