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AOL UK unveils new measures to address ad viewability

Partners with Integral Ad Science and adds new Lock and Scroll feature to ads
13 April 2014 London, AOL UK has unveiled a number of measures to honour its commitment to ad viewability across its advertising platform businesses,, AdLearn Open Platform and AOL UK will be working with Integral Ad Science, a leading global provider of actionable advertising intelligence in real-time across all devices and platforms. The integration with Integral Ad Science will act as an additional layer to AOL’s already robust technology, ensuring campaigns are delivered in brand-safe environments. Integral Ad Science works also with AOL in the United States, which also includes fraud detection and real-time blocking for AOL ’s programmatic video platform, Integral Ad Science provides the only predictive ad viewability targeting solution in the marketplace, and leverages unique viewability technology to ensure advertising appears in more viewable environments. Further, AOL UK has unveiled a new feature across its network called Lock & Scroll for below-the-fold ads. Lock & Scroll is designed to safeguard against wasted impressions by loading adverts when they appear “in screen”, which then lock and move down as the user scrolls through the page. This is in addition to a number of large formats AOL has introduced to address ad viewability, including the award-winning IAB portrait format Project Devil. Noel Penzer, Managing Director AOL UK said, “AOL prides itself on being a premium and trusted brand. We work with 70% of the UK’s top 100 publishers and we believe in delivering a premium and safe environment for brands through our network. The partnership with Integral and the introduction of Lock & Scroll demonstrate AOL’s serious commitment to better ad viewability and takes us one step further to ensuring wasted impressions are consigned to the past.” Niall Hogan, UK MD of Integral Ad Science, said, “The issue of viewability is a pressing one for our industry and the new standards introduced by the IAB reflect the growing demands advertisers have for more robust metrics.  AOL has a clear commitment to ad viewability and we are delighted to be partnering with them to optimise their premium offering.” Ends About AOL UK AOL (UK) Limited is a subsidiary of AOL Inc. (NYSE: AOL), a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.   About Integral Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ score takes into account Brand Safety, Viewability and Fraudulent impression detection; across display, mobile and video ad inventory. TRAQ score supports an advertisers' ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in Chicago, San Francisco, London, Germany, Singapore and Sydney. Learn more at