FRANCE – Havas Media Group has just launched a Meta Quality Barometer to monitor and filter fraudulent online advertising inventory to restore confidence towards the industry.
Using technology from Havas data unit Artemis Alliance, it will collect detailed and raw data from all of its technology partners to analyze and score the quality of the media inventory by industry, by market and by media owner.
Onboard the Meta Quality Barometer are Adledge, Catchpoint, ClarityAd, Hub’Scan, WhiteOps, Integral Ad Science and Peer39/Sizmek.
eMarketer reports 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%). Non-human traffic (aka bots) alone will cost digital advertisers worldwide over $6.3 billion this year, according to White Ops.
“We need to bring trust and clarity back for our clients.”said Dominique Delport, Global Managing Director of Havas Media Group.
“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.”
Delport said that the Meta Quality Barometer manages 100% of Havas Media Group’s digital campaigns. This meant looking into over 300 billion secure and disaggregated data points each year.
“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,”
Rob Griffin, EVP, Media Futures & Innovation, Havas Media Group, said.
“The ultimate win, therefore, will be for clients, who will benefit from smarter solutions and cleaner data to drive investments and business decisions.”
