realvu

About realvu

RealVu operates as a privately held ad-tech firm specializing in viewable impression advertising and reporting. The company was established in 2002 as Rich Media Worldwide, LLC, by founder and CEO Brad Krassner, a serial entrepreneur who also serves as the primary financial backer. Krassner's background includes founding Magicworks Entertainment, which he took public and later sold, forming part of what is now Live Nation, and co-owning Wilhelmina Models.

The company's core business revolves around ensuring that digital advertisements are actually seen by users, a metric known as "viewable impressions." It serves a diverse client base that includes publishers, programmatic platforms, advertisers, and agencies. Revenue is generated by providing these clients with tools to verify ad viewability, prevent fraud, and transact more efficiently. For publishers, RealVu's platform helps them meet the demand for highly viewable campaigns and increase their ad revenue. For advertisers, it provides validation for brand safety, fraud prevention, and accurate measurement of viewable campaigns.

RealVu's key offering is its patented Content Rendering Control (CRC) technology. This pre-bid technology functions by evaluating in real-time whether an ad space is within the visible area of a user's browser before an ad is even called or served. This differs from other solutions that may only target inventory that is historically likely to be viewable. The CRC technology checks every ad unit for viewability before the bid, ensuring that advertisers only pay for impressions that have a chance to be seen. This process helps eliminate wasted ad spend on non-viewable impressions, which can account for 20-80% of ads bought, and protects against non-human traffic like bots. The firm was the first company to be accredited by the Media Rating Council (MRC) for its viewable impression metric in 2010.