• by Richard Whitman , Columnist, June 9, 2015

On Monday, Havas unveiled a new tool designed to enhance inventory quality by assessing fraud, viewability, ad clutter and brand context. The tool was created by pulling data from outside vendors -- Adledge, Catchpoint, ClarityAd, Hub’Scan, Sizmek and White Ops -- into its own Artemis Alliance platform which is said to analyze 300 billion touchpoints. 

Of the new tool, Havas Media Group Global Managing Director Dominique Delport said , “We need to help media vendors and tech partners to better guarantee the quality of the inventory.” And rather than using the tool to simply eliminate under performers, Havas Head of Innovation Rob Griffin added,  “We want to work with the people that have quality issues and make that inventory better, to make the quality better for the industry overall.”