But UK-based media auditing body ABC – think of it as the equivalent of the Alliance for Audited Media in the US – released a report and related vendor certification Wednesday aimed at getting Team GB one step closer to an acceptable viewability standard. [Download the report.]
DoubleVerify, comScore, Integral Ad Science and Moat are the first solution providers to earn ABC’s stamp of approval for their viewability services. London-based viewability vendor OnScroll is on deck. The process, like MRC accreditation, is voluntary.
ABC put those players to the test using a set of principles created by the Joint Industry Committee for Web Standards (JICWEBS), a coalition of seven UK trade bodies, including the UK arm of the IAB, the Association of Online Publishers and the Incorporated Society of British Advertisers.
The JICWEBS didn’t pull any punches in coming up with its core principles: What percentage of an ad can a product measure? Was the content able to be seen at all? How long can the product measure and view the content in question? At what point during the rendering process does viewability measurement begin? Etcetera.
“We’re trying to encourage realism over idealism,” said Richard Foan, group executive director of communication and innovation at ABC UK. “We’re breaking down the issue into manageable steps.”