'We need to bring trust back': Havas Media Group launches ad fraud solution

Havas Media Group has launched a Meta Quality Barometer to tackle ad fraud, bring trust back into the industry, and improve the quality of a campaign's digital reach.

Dominique Delport: the global managing director at Havas Media Group
Dominique Delport: the global managing director at Havas Media Group

The barometer will look at how compliant an ad is against the campaign directives, the user experience and interaction, viewability, brand safety, and traffic.

Dominique Delport, the global managing director at Havas Media Group, said the tool will "provide an unprecedented level of brand safety".

Delport said: "Just as a luxury clothing brand has to be sure its supply chain is clean, [this industry] needs be sure the inventory it uses is as clean as possible too.

"Confidence in data quality is a critical issue for our industry. The scale of fraudulent inventory generated by sophisticated 'bots' is extremely concerning and neither media vendors nor agencies are safe. We need to bring trust and clarity back for our clients."

He said Havas is "not going to pretend to save the industry but we are making a serious commitment".

The barometer has been developed by Artemis Alliance which has been collecting raw data for 14 years from its technology partners: Adledge, Catchpoint, ClarityAd, Hub’Scan, WhiteOps, Integral Ad Science and Peer39/Sizmek.

From these partners, Artemis Alliance collects data which is used to analyse and score the quality of media inventory by industry, market and media owner.

Rob Griffin, the executive vice president for Media Futures & Innovation at Havas Media Group, said: "While we can’t guarantee 100 per cent viewability or zero fraud, we can make a commitment to our clients and our publishers to improve the quality of inventory available and make the information clear and easy to activate.

"The ultimate win, therefore, will be for clients, who will benefit from smarter solutions and cleaner data to drive investments and business decisions."

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