Havas Media Group Launches A Next-Generation "Meta Quality Barometer" To Increase Online Inventory Quality And Tackle Ad Fraud
NEW YORK, June 8, 2015 /PRNewswire/ --
Context:
eMarketer confirms that ad fraud is a top concern for both media buyers (33%) and suppliers (44%), and both groups also show great concern for ad viewability (21% and 15%).[1]
Adledge estimates that only 42% of all impressions served were considered 'visible' according to the definition of the Interactive Advertising Bureau and 8% were displayed in a potentially damaging context for the advertiser.[2]
White Ops recently reported that non-human traffic (aka bots) alone will cost digital advertisers worldwide over $6.3 billion this year.[3]
To improve media inventory and campaign quality, Havas Media Group announced today the launch of a unique Meta Quality Barometer, based on a comprehensive, inclusive approach to data. 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.
Dominique Delport, Global Managing Director of Havas Media Group explains:
"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.
Now it manages 100% of our online campaigns, harvesting over 300 billion secure and disaggregated data points each year and was recently awarded ISO27001 certification by Bureau Veritas. Its focus – to create an actionable measurement for viewability, brand protection, media inventory and campaign quality.
As a result, we are delighted to launch the first Meta Quality Barometer for our industry. Helping 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." adds Dominique Delport.
Leveraging its extensive 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.
Rob Griffin, EVP, Media Futures & Innovation, Havas Media Group summarises:
"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% 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."
Using these data, the Meta Quality Barometer covers five main areas:
1.Compliance: Matching impressions against purchased media
Artemis Alliance rates media owners' compliance with campaign directives: promise (purchased versus delivered media) and technical qualifications (specifications and requirements). Artemis Alliance constantly audits both tagging systems (with partner Hub'Scan) and creative work provided for each campaign (with partner ClarityAd).
2.Experience: User experience
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.
3.Impact: Viewability and performance auditing
Artemis Alliance can correlate performance (in particular in terms of audience) and viewability of media campaigns, to gauge their impact, through automatic and personalized tracking for each advertiser and for each action.
4.Context: Media content and brand safety
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).
5.Traffic: Securing campaign distribution
To combat the rise of illegitimate Internet traffic worldwide, Artemis Alliance 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. Artemis Alliance also works with several anti-fraud technology solutions to better protect our campaign results (with partners Adledge, Peer39, Integral Ad Science, White Ops, etc).
APPENDIX: HM ARTEMIS ALLIANCE
Artemis Alliance, a global data-driven capacity of Havas Group, delivers consulting, solutions and operations for technology providers, media companies and advertisers. Artemis Alliance embodies our approach to quality control for media inventory and campaign quality, and reassures all stakeholders that every step is being made to deliver effective, high-quality, data-driven media campaigns.
Quality & Compliant Data
Based on 14 years of data expertise, Artemis Alliance now manages tracking and analysis for 100% of Havas Media Group digital campaigns. Artemis Alliance has been a strategic step for inventory optimisation, and embodies an approach to quality control with technology partners, media companies and advertisers. Artemis Alliance analyses more than 300 billion touch points every year. Awarded ISO27001 certification by Bureau Veritas, Artemis Alliance guarantees that access to data is controlled, data is safe against copy, transfer or destruction, and integrity of data is preserved. Artemis Alliance optimises proprietary, consumer, client, and third-party and open data to drive marketing, communication and business results.
Ali Dincmen, Director - Business Development International & Lead Auditor ISO27001, Bureau Veritas adds:
"We were impressed with the Artemis Alliance approach to data security. It is exceptional to have a technical team that is so well advanced in data and risk management systems at a communications company."
Global Hubs & Centralised Technology
Campaign management, tracking and feedback are essential in order to correctly evaluate performance and optimize targeting, ROI and audience planning. Artemis Alliance operates three global adops hubs in the Americas (Bogota), EMEA (Madrid & Paris) and soon APAC (Shanghai in Q3). Specialists continuously monitor, streamline and audit operations across internal teams, technology partners, media companies and advertisers.
The global hubs feed campaign data directly to the central Artemis Alliance capacity, built on Greenplum EMC's Massive Parallel Processing (MPP) database technology. Artemis Alliance counts 36 servers with 8 terabytes of RAM dedicated to the production environment. A high level of accessibility is guaranteed by a 10 gigabyte redundant interconnect cluster. With a 1 PetaByte storage capacity, historical data is archived and available on request.
With Platform Development and Operations located in our EMEA Hub in Madrid, Data/Custom Solutions and Architecture in Boston, and Data Expertise across global, regional hubs and local teams in every Havas Media office, Artemis Alliance counts over 450 employees. The ultimate goal of these teams is to provide clients with automated "no flaw" campaigns in terms of visibility, brand safety and overall media quality.
About Havas Media Group
Havas Media Group gathers together the global media expertise of Havas, one of the leading global communications and marketing groups, operating in 126 countries around the world.
It consists of three media brands, Havas Media, Arena Media and Forward Media, as well as Havas Sports & Entertainment, the industry's largest brand engagement networks.
www.havasmedia.com @HavasMedia
Contact
Suzie Warner
Global Head of Communications
+44 (0)7968 450185
suzie.warner@havasmg.com
[1] eMarketer "Ad Fraud in Digital Display" study (April 2015)
[2] Adledge worldwide study (first quarter 2015)
[3] White Ops "The Bot Baseline: Fraud in Digital Advertising" study (December 2014)
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