Publicis Groupe’s VivaKi on Thursday announced the launch of Quality Index via Audience on Demand (AOD), the company’s trading desk. The Quality Index will vet all ad placements made through AOD by measuring viewability, page content quality and historical performance.
The Quality Index will use data provided by comScore, Integral Ad Science, Proximic and various demand-side platforms (DSP), per a release. It will also factor in ad server performance data.
Through its partnership with Integral, which was the latest company to join the Quality Index program, VivaKi (and Publicis Groupe agency and clients) will have access to pre-bid data for targeting, including data on fraud and brand safety.
It’s part of a larger trend in the industry: Pushing for higher-quality inventory to be available via programmatic means and for greater protection against fraud.
Some in the industry have been vocal about what they believe to be a lack of quality inventory on open RTB (real-time bidding) exchanges, and fraud was thrust into the spotlight this summer when DoubleVerify said it uncovered a video ad fraud scheme that involved “impression laundering” that it estimated impacted over 1% of all digital video ads.
“In the current landscape, there are so many inventory options available that marketers are continuously plagued by quality issues and unsure of what metrics and vehicles will ensure that their ad is seen,” stated Doug Kofoid, EVP of global solutions at VivaKi, adding that “this is an area [VivaKi] wants to deliver on for [its] clients.”