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European Viewability Certification Framework
The European Viewability Steering Group (EVSG), a cross-industry body originally formed by IAB Europe, the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA), has developed a comprehensive European Viewability Certification Framework. Suzanne McElligott, CEO, IAB Ireland represents national IABs on the EVSG.The first set of European Viewability Measurement Principles were published in August 2017. A Request for Proposals (RFP) process to identify suitable auditors across the region will be launched in Q4 2017. The Measurement Principles have been created to help reduce discrepancies in the data provided by different viewability measurement tools. Extensive consultation has been conducted with a broad range of industry stakeholder groups including – publishers, media agencies, advertisers, measurement companies, ad technology providers, national, international and cross-industry trade bodies. Notable contributions have been provided by the MRC in the US; JICWEBS in the UK; BVDW, AGOF and OWM in Germany; Digital Ad Trust in France; and key national trade bodies across Europe.The Measurement Principles will be used as the basis for evaluating the performance of the technical approach undertaken by the viewability measurement companies. An evaluation report will be produced to help inform the potential issuing of a European Seal of Accreditation. The Seal will be recognised by all participating European markets and will remove the need for further market-by-market accreditation.The ongoing management and implementation of the Certification Framework and awarding of the Seals will be undertaken by a related body called the European Authority (EA) – resourced by representatives from EACA and IAB Europe. The EA will work in conjunction with the appointed national bodies across Europe to ensure the certification framework is implemented effectively in each market.The Certification Framework has been designed to offer a consistent solution across all European markets – irrespective of the existing status quo. In the interests of contributing towards the development of consistent, global standards, the EVSG envisages that the European approach will provide useful guidance for other regions or markets seeking to develop similar solutions.
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