August 25, 2015 - ASIA-PACIFIC - Adrian Peter Tse of CampaignAsia writes: In an effort to raise ad viewability standards in Asia and offer a stronger programmatic media product, Xaxis has launched Viewpoint in several markets in the region.
“Viewability has become a big thing at Xaxis,” said Michel de Rijk [pictured], CEO of Xaxis Asia-Pacific. “The industry needs to clean up the mess that’s been created. There’s lot of fraudulent and messy stuff going on in the region.”
In addition to finding success as a product, de Rijk hopes Viewpoint will make people in the industry more aware of viewability standards and generate more discussion on the topic. To develop the product, Xaxis analysed more than 6,000 campaigns and ad placements.
“We started looking at all this for our own business intelligence,” said de Rijk. “But now after joining the dots in the data, we can see where the most viewable ads are, and this is our premium inventory.” More...