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Havas launches Meta Quality Barometer to improve media inventory

MUMBAI: Havas Media Group has launched a ‘Meta Quality Barometer’ to improve media inventory and campaign quality based on a comprehensive and inclusive approach to data.

The move is to increase online inventory quality and tackle ad fraud. The agency states the e-marketer confirms that ad fraud is a top concern for both media buyers (33 per cent) and suppliers (44 per cent). Both groups also show great concern for ad viewability (21 and 15 per cent respectively).

The Meta Quality Barometer from Artemis Alliance delivers continuously updated data across global, pluri-media campaigns to share with all stakeholders (technology partners, media publishers and clients) to optimise investments.

Havas Media Group global MD Dominique Delport said, “Confidence in data quality is a critical issue for our industry. The scale of fraudulent inventory generated by sophisticated ‘bots’ is extremely concerning and neither media vendors nor agencies are safe. We need to bring trust and clarity back for our clients. For these reasons Havas has invested in our best-in-class Artemis Alliance data platform for over a decade.”

Havas Media Group EVP media futures and innovation Rob Griffin said, “This is a win-win deal. We can now pull in data from across all screens, technology companies and media partners to provide the first external, objective review of outcomes across the five critical areas of Compliance, Experience, Impact, Context and Traffic. While we can’t guarantee 100 per cent viewability or zero fraud, we can make a commitment to our clients and our publishers to improve the quality of inventory available and make the information clear and easy to activate. The ultimate win, therefore, will be for clients, who will benefit from smarter solutions and cleaner data to drive investments and business decisions.”

Delport added that now it manages 100 per cent of its online campaigns, harvesting over 300 billion secure and disaggregated data points each year and was recently awarded ISO27001 certification by Bureau Veritas.

“As a result, we are delighted to launch the first Meta Quality Barometer for our industry. It helps us to connect the dots of the most advanced tech providers, delivering a unique and systematic ‘meta’ barometer on data integrity, security and brand safety. This will facilitate and boost our communications with media owners to increase the quality of inventory for our clients. I am extremely proud of the teams in Artemis Alliance who have formalised a systematic approach to challenging industry practices so that we can help to provide better business solutions for our clients and media partners,” he stated.

Leveraging its experience in handling event level data, Artemis Alliance collects detailed and raw data from all of its technology partners (Adledge, Catchpoint, ClarityAd, Hub’Scan, WhiteOps, Integral Ad Science and Peer39/Sizmek). That data, at its most granular level, is used to analyse and score the quality of the media inventory by industry, by market and by media owner.

The Meta Quality Barometer covers areas including Compliance where Artemis Alliance rates media owners’ compliance with campaign directives and audits both tagging systems (with partner Hub’Scan) and creative work provided for each campaign (with partner ClarityAd).

Artemis Alliance takes into account user experience and user interaction with campaign messages, in particular how long it takes for pages and ads to load for users (with partner Catchpoint) as well as where the ads are located on the page.

The third area is Impact and viewability of media campaigns, to gauge their impact, through automatic and personalised tracking for each advertiser and for each action.

Brand safety services are codes inserted in campaign tags which allow Artemis Alliance to protect a brand’s image, quantify the number of blocked impressions (undesirable context), and identify the context where these impressions were delivered (with partners Adledge, Peer39).

To combat the rise of illegitimate Internet traffic worldwide, Artemis Alliance also provides teams with both manual and technological solutions. Media teams identify and blacklist all suspect URLs based on abnormal click-rates, coded URLs and pages without ads.