Meetrics has partnered with Facebook and will verify the viewability of display ads served on the platform. The partnership with Meetrics fits Facebook's strategy of working with market leaders to develop ad measurement standards. The cooperation covers both Poland and other markets; the signed agreement is global in scope.
The partnership between Meetrics and Facebook enables advertisers to verify the display campaigns they run on Facebook: both in the desktop version and on mobile devices. The Meetrics solution complies with the Viewability standards of the American Media Rating Council (MRC), and it also offers additional definitions based on 50 percent and 100 percent of the ad's visible area.
A few weeks ago Meetrics received MRC accreditation for fraud detection and expanded accreditation for Viewability measurement — the company already held MRC accreditation for Viewability measurement of ads, for both display and video campaigns; the accreditation has now been expanded to also cover Viewability measurement for mobile web and apps.
Meetrics uses fully privacy-safe server-to-server measurement solutions that deliver data on ad campaigns across all relevant parameters. The data undergoes automatic verification and is then subject to additional verification in Meetrics' proprietary Ad Attention Manager Suite (ADAM Suite) platform. At the same time, Meetrics clients can use this platform to view and analyze all collected data. In this way, the Viewability measurements Meetrics conducts on Facebook will provide a comprehensive picture of ad campaign effectiveness on the platform.
“We are pleased to begin working with Facebook on ad viewability verification, as it will allow us to provide advertisers with a tool that helps them make decisions when planning their ad campaigns” says Tomasz Piątkowski, Country Manager of Meetrics in Poland, and adds: “We are not stopping at verifying the viewability of display ads — in the future we also plan to verify other ad formats offered by Facebook, including video ads.”
Martin Ott, Managing Director Central Europe at Facebook, adds: “Meetrics is our 25th partner worldwide for ad measurement and Viewability verification and the first from outside the US. That is why we are very pleased to establish this partnership with Meetrics. Our goal is to provide clients with the most accurate measurements possible.”
Meetrics' Viewability solution for Facebook will be available worldwide from today.
Meetrics debuted on the Polish market a few months ago, in June. The company is a provider of solutions for verifying and improving the viewability, quality and effectiveness of ad campaigns. The company's Polish office is headed — as Country Manager — by Tomasz Piątkowski, previously a board member and Chief Digital Officer at GroupM.
Meetrics' key areas of activity include ad viewability, Audience Verification and Fraud Prevention. Its clients include advertisers, media houses and major publishers.
Meetrics is a technology company founded in 2008 that provides solutions for verifying and improving the quality and effectiveness of online ad campaigns and content. Meetrics' core tool is Ad Attention Monitor, a platform that enables real-time campaign verification, provides audience analysis, ensures brand safety for displayed ads and enables fraud detection. The Ad Attention Monitor platform is used by both companies selling and buying online advertising. Meetrics works with advertisers, media houses and major publishers. Meetrics' clients include GroupM, OMD, Dentsu Aegis Network, eBay, Yahoo, Procter&Gamble, L’Oréal, General Motors, Spiegel Online and The Telegraph.
The company is headquartered in Berlin and also has offices in the UK, France, Austria, Italy, Switzerland, Poland and Sweden.
Meetrics is the first European company to receive accreditation from the American Media Rating Council for auditing both display and video ads. It also holds the JICWEBS certificate issued by the British organization ABC, which brings together advertisers, agencies and media and aims to ensure transparent and objective measurement for individual media outlets.
More information: www.meetrics.com
Terms from the article
Brand Safety — Rules and practices that protect a brand from having its ads served, or partnering, in inappropriate, harmful or controversial contexts. It covers control over channels, content, creators and the publishing environment.
Why it matters: It protects the brand from adjacency that costs it: a premium ad next to disinformation or extreme content undermines credibility at your own expense.
When it is used: In programmatic campaigns, when selecting creators for partnerships and when setting exclusion lists.
What happens if it is skipped: Without context controls, the automated system buys impressions wherever they are cheapest — and a screenshot of an ad in bad company spreads faster than the campaign itself.
Summary
Meetrics has signed a global agreement with Facebook for measuring the viewability of display ads. The solution covers desktop and mobile devices, and its standards comply with the guidelines of the American Media Rating Council.
The company also offers its own viewability definitions — 50 percent and 100 percent of the ad area. Meetrics is Facebook's first partner from outside the US and the 25th worldwide in Viewability verification.
