Havas Media has unveiled what it is calling its “Meta Quality Barometer” (MQB) to analyze and score the quality of media inventory that it purchases for clients by industry, market and media owner.
The barometer was designed by the Havas Artemis Alliance consulting unit that focuses on quality control for media inventory and campaigns.
The new MQB covers a number of areas, including compliance (matching impressions against purchased media); the user experience (such as how long it takes pages and ads to load for users); and viewability and performance auditing.
In addition, the new program inserts so-called brand safety codes in campaign tags intended to protect a brand’s image by avoiding undesired or unsuitable Web sites.
To fight fraudulent ad traffic, the shop can use MQB to identify suspect URLs based on abnormal click rates and pages without ads.
The firm is working with a number of partners on each MQB capability. For example, it works with Hub’Scan to audit tagging systems and ClarityAd to audit creative work. It’s working with Catchpoint to assess load times, and Adledge and Peer39 on context and brand safety issues.
Havas is also also working with the latter two companies as well as Ad Science and White Ops on traffic and fraud minimization.
Rob Griffin, EVP, Media Futures & Innovation, Havas Media Group, said of the new initiative: “We can now pull in data from across all screens, technology companies and media partners to provide the first external, objective review of outcomes across the five critical areas of Compliance, Experience, Impact, Context and Traffic. While we can’t guarantee 100% viewability or zero fraud, we can make a commitment to our clients and our publishers to improve the quality of inventory available and make the information clear and easy to activate.”