Xandr, the advertising and analytics division of AT&T, has partnered with European ad visibility analyst Meetrics to help advertisers check the validity of their metrics and fight ad fraud.
With the integration of Meetrics' technology into purchasing platform Xandr Invest, advertisers and agencies will be able to validate visibility rates, time-on-screen and brand suitability measures, and exclude advertising fraud. The integration also makes it possible to determine and control the use of 'ad refresh', through which display advertising spaces are used multiple times within a page visit. According to the firms, the underlying technology has already been successfully used in a pilot project with GroupM Germany.
Philipp von Hilgers (pictured), co-founder and MD of Meetrics, comments: 'We are pleased to provide advertisers and agencies with important control tools that are not only based on internationally recognised measurement standards, but also take into account current market trends that can influence the effectiveness of advertising placements'.
Web sites: www.xandr.com and www.meetrics.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.