Chartbeat Raises $15.5 Million To Save Publishers From The « Viewpocalypse »

TechCrunch

ChartBeat today said it raised $15.5 million in its latest round of funding — and that money is going toward helping publishers improve their advertising businesses.

Recently the Interactive Advertising Bureau called for ads to be considered « viewable » if 50% of the ad is shown for at least one second — a new standard that has caused many sites to lose inventory, CEO Tony Haile said. As part of the new funding, the company is coming out with two new tools geared toward improving publishers’ ad revenue with more dynamic advertising placement.

The first tool is one that determines whether someone is engaging in a page — such as scrolling or moving around on the page. Those signals mean the person is paying to the page, which means they are also engaging with the ad. If the ad has been viewed on the page for a set period of time, it will automatically swap…

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