Gannett Ramps Up Its Viewability Data as New 'Gravity' Ad Units Soar

63% interaction rate for advertisers like Netflix and History

Gannett, publisher of USA Today and roughly 120 other news outlets, is getting new metrics for video that should help it prove to advertisers that consumers are actually seeing ads on its sites.

It's the latest move by a publisher to deal head-on with the controversial issue of viewability, which has been a key discussion point in digital advertising throughout 2014.

Partnering with tech vendor Moat, Gannett will employ stats such as viewability, reader interactions and exposure time to sell its Gravity units, which are full-screen video ads introduced in late August.

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