BRUSSELS: The European Viewability Steering Group (EVSG), a European cross-industry body, has announced the launch of a comprehensive European Viewability Certification Framework to help deliver more accurate and consistent digital advertising brand exposure metrics.

The first stage of this involves the publication yesterday of a set of European Viewability Measurement Principles; a second will be the launch by the end of the month of a Request for Proposals (RFP) process to identify suitable auditors across the region.

Following consultation across the industry, the Measurement Principles have been created to help reduce discrepancies in the data provided by different viewability measurement tools and to harmonise standards in order to implement efficiencies for buy and sell-side alike and enable market growth.

The Principles seek to raise minimum quality standards in digital advertising measurement for all stakeholders across Europe; to measure digital ad exposure; to enhance the (internet) user experience in the context of changing user expectations; and to improve confidence in the digital ad environment.

“Whilst other challenges in the digital advertising ecosystem also require increased focus, reducing data discrepancies between the different viewability tools is a crucial step towards enhanced accountability and trust in digital media metrics,” said Jon Chase, Chair Media Agencies Council, EACA.

Rob Dreblow, Global Head of Marketing Services, WFA, welcomed the move to establish a baseline of quality in terms of how to measure a genuine opportunity to see.

“Building on the excellent work in the US and UK, we hope this initiative will serve to help markets around the world reduce discrepancies and improve the quality of viewability measurement as this project develops into global guidance,” he said.

While the Principles apply to the measurement of viewability only, the EVSG – formed by Interactive Advertising Bureau Europe (IAB Europe), the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA) – could also become a platform to explore solutions for other digital advertising priorities within the European market.

Data sourced from IAB Europe; additional content by WARC staff