El nuevo barómetro permite medir con mucha más precisión los inventarios de publicidad en línea e identificar el fraude
According to eMarketer, fraud in online ads is the main concern of purchasers of spaces for advertisers, and both groups show great concern over the visualization capability that ads have. Only 42% of all impressions are considered visible and 8% of those advertisements have been exposed in contexts that can potentially harm the brand. The digital security company, White Ops reported that in 2015 robots that create traffic in ads, will cost advertisers more than US $6,3 billion.To improve this situation, Havas Media Group announced the launching of a unique barometer, based on an inclusive and comprehensive approach to data. The Meta Quality Barometer is a product created in alliance with Artemis Alliance. It allows continuously consulting and obtaining updated data from global campaigns in multiple media around the world, with the purpose of optimizing investments in advertising.Dominique Delport, Global Director at Havas Media Group explained that “trust in quality of data is a critical issue for our industry. The range of fraudulent inventory generated by sophisticated robots is extremely disturbing and nor media salespeople nor agencies are safe. We need to recover trust and clarity for our clients. That is why Havas has invested for more than a decade in the development of this platform together with Artemis Alliance”.
