IAB Europe, EACA and WFA: European Viewability Initiative Overview
There have been industry wide calls to improve the quality of digital ad inventory and develop more robust digital measurement techniques. This is considered a vital step towards delivering more ‘realistic’ brand exposure metrics.
More accurate and consistent viewability measurement will help to establish a more reliable digital ‘opportunity-to see’, supporting the need for enhanced comparability with TV and progress towards digital ‘gross rating points’. The European Viewability Initiative will help to address the following macro, industry goals:
- Raise minimum quality standards in digital advertising measurement for all stakeholders across Europe
- Enhance the (internet) user experience in the context of changing user expectations
- Measure digital ad exposure which is deemed a key step towards increasing confidence in digital ad trading
- Improve confidence in the digital ad environment
In addition to the above, the primary technical objective is to help significantly reduce data discrepancies between different ‘viewability’ measurement tools via a set of Viewability Measurement Principles.
Download the overview below.