• by Sara Guaglione , March 11, 2016

The products are designed to help both publishers and media buyers “transact with greater efficiency, transparency and trust,” according to a statement from AAM, a nonprofit founded by the Association of National Advertisers.

Brand View is AAM’s online platform, in which publishers can showcase cross-channel distribution and audience metrics from multiple third parties to thousands of media buyers.

The customizable template incorporates graphics and video and will be available to AAM clients later this spring.

Available now, the Site Certifier is a verification tool to weed out bot-generated or fake traffic resulting in automated page views. This tool can filter out invalid traffic from Web site and app metrics by cross-referencing against data from Adobe and Google. Those metrics are then published monthly for prospective advertisers to see.

According to a recent study conducted by Ernst & Young on behalf of the Interactive Advertising Bureau, invalid Web site traffic cost the industry $4.6 billion in 2015, according to AAM.

These tools will make it “easier for publishers to get metrics that are valid, verified and visible to market faster,” stated Steve Guenther, AAM’s vice president of digital auditing services.

Later this spring, AAM will launch a media-planning dashboard to help advertisers analyze publishing brands that have been verified using this new Web process.

AAM’s Ad Block Gauge tool claims it is "the industry’s first ad-blocking detection technology available from an independent, unbiased third party" to help publishers understand ad blocking usage on their sites, per the company.

A custom tag can be embedded into sites and integrated with Site Certifier, giving publishers access to a dashboard that reports various statistics, like the percentage of page impressions blocked and device type.

According to Folio, an August report from PageFair and Adobe suggested that the number of average monthly software users who block ads jumped 48% in 2015. A study from Retale indicated that 63% of millennials in the U.S. currently use ad blockers.

AAM’s Ad Block Gauge is available today as a standalone service. It is also included in AAM’s Site Certifier product.