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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in