MOAT Review
Use Cases and Deployment Scope
Moat Analytics is used primarily as the preferred viewability partner our agency uses for all digital display campaigns. It offers a number of various metrics that we are unable to measure with a third-party ad server. Some of the metrics our agency focuses on include: “In-View Measurable Impressions” and “In-View Impressions”. Capturing and reporting these metrics allows us to see if our digital placements are actually being seen by users. The implementation process for the MOAT pixels for display and video is a very easy process. One issue we do have with MOAT is if the placement isn’t served in the third-party ad server, we are unable to implement the MOAT pixel for anything site served. This may cost additional dollars for ad serving, however, we are able to implement the MOAT pixel and ensure the publishers are keeping up industry benchmarks for viewability.
Pros
- Moat offers a number of granular metrics that you’re not be able to track with 3rd party ad servers.
- The interface of the platform is relatively easy to navigate and drill campaigns down to the placement level.
- Moat allows you to completely customize a report in any particular way you’d like to export.
Cons
- I’ve experienced some issues exporting reports into an Excel doc and have to manually copy and paste data with can be very time-consuming.
- You have to manually wrap video tags with the MOAT pixel which can be a tedious process.
- Video and display are in separate interfaces so you have to export separately and then consolidate into one report.
Likelihood to Recommend
Moat is well suited to implement into digital placements that are being served through third-party ad servers (Campaign Manager, Flashtalking, etc). It holds your publishers accountable from a viewability standpoint.
If you are running high dynamic or site serving placements with 1x1 or click trackers, you aren't able to measure viewability and are at the mercy of publishers providing viewability metrics.
