Havas launches data-driven barometer to monitor digital campaign quality

Media agency launches the Meta Quality Barometer to address issues of ad fraud and campaign transparency in the industry

Havas Media’s Australian CEO says its launch of a data-driven ‘quality barometer’ for campaign measurement and compliance globally will bring much-needed transparency into the brand-agency-media owner relationship.

The new Meta Quality Barometer uses the data management and consultancy capabilities of Havas Media’s expanded Artemis Alliance arm, along with a host of third-party technologies, to gauge online advertising inventory quality and identify issues of ad fraud.

The barometer uses event-level raw and detailed data captured by Artemis and its technology partners to analyse and score the quality of media inventory. The data is then used to inform other part of Havas’ business in order to better manage and optimise campaigns. It is also now being offered via specific consulting services from Artemis to advertisers and media owners globally.

Havas Australian CEO, Mike Wilson, pointed out ad data fraud is an increasingly big issue for the industry. Transparency in how digital advertising is purchased and its effectiveness is another.

“There are a lot of issues in the media industry that have been well spoken about, and not just in Australia, but across other markets,” he told CMO. “If you have an explosion of data technology then you have to stand up and ensure everything that goes to market is robust.

“The non-human traffic costs a lot of money. This is our way of ensuring that transparency and clarity is available to advertisers as well as media owners.”

Variable and often insufficient standards around digital advertising monitoring globally have made it difficult to gain true visibility of campaign effectiveness in multiple markets, Wilson continued. As an example, he highlighted Havas client, Emirates, which advertises in multiple regions and requires dynamic changes and insights to ensure campaigns and messages go to the right people at the right time and via the right media.

The Meta Quality Barometer will be used to provide assurance and insight in five key areas. The first is compliance and matching ad impressions against purchased media to ensure campaigns meet the promise and technical specifications and requirements set by media owners and advertisers. This will be done by auditing both tagging systems through Artemis’ partnership with Hub’Scan, and creative work provided for each campaign, in partnership with ClarityAd.

The second focus is on user experience, and understanding how users interact with campaign messages to ensure the experience is an optimal one. To do this, Artemis will look at aspects such as how long pages and ads take to load, in partnership with Catchpoint, as well as where ads are located.

Thirdly, Artemis will rate impact media campaigns in terms of viewability and performance auditing, through to automatic and personalised tracking for each advertisers and each action. A fourth area of focus is context and brand safety, using technology from Adledge and Peer39/Sizmek to ascertain where impressions were delivered, as well as quantifying block impressions.

The fifth focus is campaign distribution and verifying legitimate ad delivery, using technology from Adledge, Peer39, Integral Ad Science and White Ops.

Artemis has 400 staff and is based in Paris, but operates additional centres of excellence in Spain and South America. Wilson said it will also open a new operation in Shanghai in coming months, which should provide further support for these services in Australia.

In a statement, global managing director for the Havas Group, Dominique Delport, said confidence in data quality is a critical issue for the industry.

“The scale of fraudulent inventory generated by sophisticated 'bots' is extremely concerning and neither media vendors nor agencies are safe,” he said. “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 per cent of our online campaigns, harvesting over 300 billion secure and disaggregated data points each year. Its focus: To create an actionable measurement for viewability, brand protection, media inventory and campaign quality.”

Delport said the first Meta Quality Barometer will deliver a systematic 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.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in