IAB Europe, EACA and WFA: European Viewability Measurement Principles

There have been industry wide calls to improve the quality of digital ad inventory and develop more robust digital measurement techniques. This is considered a vital step towards delivering ‘realistic’ brand exposure metrics. More accurate and consistent viewability measurement will help to establish a more reliable digital ‘opportunity-to-see’, supporting the need for enhanced comparability with TV and progress towards digital ‘gross rating points’.

These Principles will help our industry to achieve the following macro goals:

1. To raise minimum quality standards in digital advertising measurement for all stakeholders across Europe.
2. To measure digital ad exposure which is deemed a key step to increasing confidence in digital ad trading.
3. To enhance the (internet) user experience in the context of changing user expectations.
4. To improve confidence in the digital ad environment.

The Principles form part of the European Viewability Certification Framework which has the primary goal of helping to significantly reduce measurement discrepancies across the different viewability tools.

Download the principles below.