Video marketing platform Innovid has announced that it is adding support for third party viewability measurement for all major vendors in VAST inventory, which accounts for the bulk of digital video impressions. By teaming with comScore, DoubleVerify, Integral Ad Science and Oracles Moat, the firm is looking improve the ability to measure viewability for all its clients.

VAST, or the Video Ad Serving Template, is the widely used mechanism that supports delivery of video ads to players across a huge variety of devices and media properties. Recent released from the IAB have proposed a standardised mechanism for applying measurement capabilities across all VAST inventory, known as Open Measurement Interface Definition (OMID).

Complete video viewability measurement was previously only available in VPAID inventory, which requires an additional layer of code and has less scale across the digital video advertising ecosystem. Better support for measurement in VAST inventory is key as consumers increasingly shift their viewing to mobile and connected TV devices, where VAST is much more commonly used that VPAID.

“Viewability is a market necessity for buyers, and blind sports with certain devices and inventory need to be eliminated,” said Michael Tuminello, vice president of solutions and partnerships at Innovid. “Thats why we are happy to be working with other market leaders to close a gap in the market, and encourage publishers without VPAID support to implement measurement support in VAST inventory as soon as possible, starting with currently unmeasureable but highly desirable mobile-in-app inventory.”

In April, the IAB Tech Lab launched the OM SDK, which brought OMID measurement capabilities to previously unmeasureable mobile in-app inventory, and in June they also introduced the initial web version of OMID alongside a new version of VAST. For agencies and advertisers, the arrival of viewability measurement for VAST means better coverage across all available inventory.

“As a trusted source in measurement, comScore helps media buyers and sellers quantify their consumers multiscreen behaviours so they can make business decisions with confidence,” said Felix Hansen, vice president of product at comScore. “We applaud and fully support the IABs Open Measurement initiative to simplify the measurement of growing advertising platforms like mobile and over-the-top. comScore will continue to work with partners like Innovid to drive the industry forward by delivering consistent, cross-platform measurement to the entire advertising ecosystem.”