Polar and Moat Partner to Bring Viewability and Other Metrics to Native Ads

Polar, maker’s of MediaVoice, the platform trusted by many of the world’s largest publishers to create, serve, and scale their native advertising, and Moat, a SaaS analytics company focused on building products for brand advertisers and premium publishers, have partnered to provide analytics to premium publishers including viewability and attention metrics in content and native advertising.

The partnership lets Polar’s MediaVoice customers leverage Moat’s enhanced analytics, strengthening the market-leading reporting features already integrated within the platform. Some of the advanced metrics MediaVoice users access through the partnership include viewability, in-view time, universal interaction rate, hover rate, time to hover, scroll rate, and many others.

“Moat is excited to partner with Polar and provide another powerful integration of Moat Analytics to our clients,” says Aniq Rahman, Moat’s President. “We already share many customers with Polar – grouping native advertising and content analytics for brands creates a new opportunity for publishers to tell a story to marketers about how readers experience sponsored content.”

“MediaVoice has grown exponentially over the past year, now having served over 3-billion direct-sold native ads for premium publishers,” says Polar’s vice president of product, Rahul Nirula. “This explosive growth is proof sponsored content programs are scaling. Publishers need to chart their success and Moat’s industry-leading analytics platform fills that need perfectly.”

Polar and Moat’s customers like The Washington Post and The Globe and Mail are already seeing value from this partnership.

“Clients using BrandConnect look to our team to help create and deliver high quality content programs our audience will engage with. Combining the data and storytelling power of Moat with the innovative native technology from Polar, helps us tell a stronger story to our clients on how their content programs are performing,” says Jeff Burkett, Senior Director of Sales Operations and Product Strategy at the Washington Post. WP BrandConnect is The Washington Post’s sponsored content program.