That means that advertisers and publishers can use Moat’s data and analytics to buy and sell mobile ads--and ensure they are viewable (instead of off screen in places users haven’t scrolled down to).

Though the MRC set guidelines for mobile ad viewability earlier this year, it had yet to verify any third party company to measure mobile viewabilty. That hasn’t stopped advertisers from pushing to buy only viewable mobile ads, using whatever data is at their disposal.

[wsj.com...]