Yahoo has made available independent viewability and fraud measurement for display and video advertising on Yahoo owned and operated properties, as well as media purchased across its programmatic buying platform. Yahoo is partnering with third-party measurement companies that align with the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) to bring reporting for ad viewability and traffic fraud to the digital advertising industry.

"We've been investing in viewability and fraud measurement solutions to increase trust between advertisers and publishers for some time now," said Dennis Buchheim, VP of product management at Yahoo. "At Yahoo, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice, which is why we're partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web."

Yahoo has created an open environment where advertisers can choose from third-party measurement solutions from comScore, DoubleVerify, Integral Ad Science, Moat, among others, to independently validate for viewability and fraud across display and video at every stage of the campaign lifecycle.

Advertisers stand to lose $6.3 billion globally to bots in 2015, according to ANA and WhiteOps.