Hasta La Creative!

Last year Yahoo began letting some advertisers pay only when someone had a chance to see their desktop banner ad on one of the portal’s sites. Now the company will let advertisers check its math.

Advertisers can now use third-party ad-tech firms to track whether ads bought through Yahoo had a chance to be seen and would have been seen by an actual human being.

Brands will be able to use these outside vendors to check the viewability and fraud rates for display and video ads running on Yahoo’s own sites, as well as others’ sites on which Yahoo runs ads, except for Yahoo’s mobile search and “native” ads that are bought through its Gemini mobile ad marketplace.

Continue reading at AdAge.com