European Viewability Initiative Appoints Media Auditors

The European Viewability Initiative, resourced by IAB Europe and EACA, has appointed three companies to undertake annual measurement audits of firms providing viewability measurement services across Europe.

The European Viewability Certification Framework was launched a year ago, with measurement principles designed to help reduce discrepancies in the data provided by different viewability measures. The three auditor firms - ABC, CESP and GWT-TUD - were selected after a tender and their work will allow viewability measurement companies to achieve European accreditation (via a Certification Seal), recognised by all markets in the region.

Each of the auditors will work closely with the European Authority - the Initiative's operating division - along with the appropriate national authority: cross-industry bodies in the UK (JICWEBS), Germany (AGOF/BVDW) and France (Digital Ad Trust). In turn, each viewability measurement company will be able to select their preferred auditor, who will evaluate their technical approach against the published European Viewability Measurement Principles.

Alison Fennah (pictured), Executive Business Advisor of IAB Europe comments: 'The appointment of these auditors is the key next step in the implementation of the European Viewability Initiative. Agreed standards and third party auditing are vital for a healthy digital ecosystem and we look forward to measurement companies taking advantage of this certification to drive their business across the region and beyond'.

Web sites: www.iabeurope.eu ad www.eaca.eu .