Integral Ad Science launches new viewability tool for publishers and advertisers
Integral Ad Science has launched a new tool called Pub Expert which aims to enable publishers and buyers to analyse viewability on individual ad units to decide the best metric to use. Talking about the need for marketers and publishers to use the same metric, Scott Knoll, CEO of Integral Ad Science said "the publisher and advertiser will come to an agreement on a certain percentage in-view or cost metrics for viewable impressions." Pub Expert currently measures publishers' desktop and mobile ads, but the hope is to roll out to mobile apps by next year. 

While the subject of viewability has gained plenty of steam among marketers over the past few years, brands and publishers often grade their ads on different metrics.

Today, measurement firm Integral Ad Science hopes to solve that problem by rolling out a new tool called Pub Expert that lets publishers and buyers analyze viewability on individual ad units to determine the best metric to use. From there, agencies and marketers can negotiate viewability and billing rates.