AdYapper, a startup allows marketers to see how often their online ads are viewed, has raised $1 million in new funding from angel investors, including movie producer Jack Giarraputo. The company says it will use the new funding to expand into new markets and explore emerging media.
The TechStars alum also gained accreditation from the Media Rating Council (MRC) for real-time measurements of viewable display ad impressions.
The MRC, a non-profit industry association that ensures advertising measurement services are valid, lifted its advisory on viewable impressions for display advertising at the end of March, which AdYapper says will allow it to begin transacting on the metric for the first time.
The company’s newest product, called Viewable Consumer Behavior (vLayer), builds on its MRC-accredited viewability measurements with new data points that look at click-through rates, granular geographic viewability, and audience reach, among other pre-set and custom metrics.
The TechStars alum raised a $1.2 million seed round last fall, bringing its total raised so far to $2.2 million. AdYapper’s technology focuses on ad viewability, or letting marketers analyze exactly who is seeing their ads. This is especially important because three out of 10 ads are never seen, according to a ComScore report.
AdYapper told TechCrunch when it received its seed funding last year that its platform is able to measure viewability on 95% of all ad impressions, compared to the traditional geometric approach, which only measures viewability on 50% to 60% of ads. This is how AdYapper seeks to differentiate from competitors like Meetrics and Integral.
AdYapper says its technology can offer accurate real-time measurements for advertising buyers and sellers even through cross-domain iFrames, or HTML documents within another HTML document, which are often used to embed online ads.
The company says it processes “billions of ads on a monthly basis,” and that it enables marketers to increase revenue or customer engagement by up to 450% for the same advertising budget.
In a statement, founder and CEO Elliot Hirsch said, “The MRC accreditation validates that AdYapper’s technology and methodology is sound, consistent with the latest standards, and in alignment with the industry. Now, brands, ad networks, demand-side platforms, publishers, and technology providers will be able to confidently bring viewability to their organizations.”
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