Cross-industry body The European Viewability Steering Group (EVSG) has launched a 'European Viewability Certification Framework', including a first set of viewability measurement principles.
EVSG was formed in 2015 by the Interactive Advertising Bureau Europe (IAB Europe), the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA). Its new measurement principles are designed to help reduce discrepancies in the data provided by different viewability measurement tools, and have been created through consultation with a broad range of industry groups. These principles will be used as a basis for evaluating the performance of the technical approach used by viewability measurement companies; and a 'European Seal of Accreditation' will be considered as a means to remove the need for further accreditation.
A Request for Proposals (RFP) will be launched by the end of the month, seeking to identify and appoint one or more auditors. Interested companies should contact IAB Europe or EACA for goo.gl/trxDyQ more information.
Jon Chase (pictured), Chair Media Agencies Council, EACA, commented: 'EACA is committed to helping shape and implement the drive towards improved viewability measurement standards across Europe and beyond. Whilst other challenges in the digital advertising ecosystem also require increased focus, reducing data discrepancies between the different viewability tools is a crucial step towards enhanced accountability and trust in digital media metrics'.
Web sites: www.iabeurope.eu , www.eaca.eu and www.wfanet.org .