Kantar and DoubleVerify Link to Measure Actual Ad View

Online behavioural measurement firm Kantar Media Compete has partnered with online ad verification service DoubleVerify to develop a system called 'Ad VRF', which helps advertisers find out if the specific audiences they target have actually seen their online ads.

DoubleVerify is used to check that ads are placed above the online 'fold', with its service which requires that 50% or more of the ad is seen in the browser window for at least one second. This service captures two views of the same impression through the use of integrated pixel tracking, and web-based crawlers called Virtual Visitors.

Through the partnership, DoubleVerify's ad viewability measurement data is linked with Kantar Media Compete's demographic and behavioral audience profiles generated through its panel of two million US users. This provides granular insight into digital advertising reach, frequency and ratings.

The resulting Ad VRF uses Compete's behavioral segments - such as 'luxury auto shoppers', or 'new parents' - to uncover insights into who is seeing the advertising, and their resulting online behavior such as search and purchasing patterns.

As a measure of ad visibility both above and below the fold, Ad VRF provides campaign reporting by publisher, placement, and creative.

Oren Netzer, CEO of DoubleVerify, says that Ad VRF provides the 'most accurate third party measurement of Gross Rating Points (GRP) available today'.

Web sites: www.compete.com and www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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