• by Tyler Loechner  @mp_tyler, March 25, 2015

Programmatic video ad platform Virool on Wednesday announced the launch of a new in-feed video ad unit for desktop and mobile, including iOS mobile Web compatibility, that puts viewability front and center.

The video only plays when in-view and -- at least in an example unit shared with Real-Time Daily -- sound only plays when the user’s mouse is on the unit. Other ad tech firms have rolled out similar technologies to combat poor viewability rates.

"More than ever before, consumers are demanding contextually relevant content. More importantly, they want to be in control of initiating that content,” stated Annette Warring, CEO of Dentsu Aegis Canada. “Effective native advertising is the future and this is a win for both advertisers and their consumers."

Virool has partnered with Rubicon Project to launch the new unit. Marketers can use Rubicon to programmatically trade the InLine unit. Alternatively, they can use Rubicon’s “programmatic direct” platform.

As a baseline, Virool says it will charge its clients on InLine units after three seconds of the ad has been viewed. However, a company representative said Virool allows its clients "to set their own standards for viewability," which Virool adheres to. "We allow our customers to decide what value they will place on how much of their message gets seen and for how long."