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:
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.