DoubleVerify, a leading software platform for digital media measurement, data and analytics, has announced that Havas Media Group has become the first media agency in Australia to activate DV’s Authentic Ad metric as the default measurement currency across client campaigns.
This initiative is designed to maximise the cross-channel digital investments of the brands Havas serves and drive superior campaign outcomes.
“We’ve taken the unprecedented step to deploy DoubleVerify’s measurement solution as standard to protect our clients’ investments, and also improve the media experience by actively driving media quality and effectiveness,” said Kevin Fernandes (main photo), head of data solutions and adtech at Havas Media Group. “We’ve already been able to use insights from DoubleVerify to make fundamental shifts to campaign variables, such as formats and publishers – which has significantly increased campaign outcomes.”
The DV Authentic Ad is a proprietary, MRC-accredited metric that ensures an ad is fully viewed, by a real person, in a brand-safe environment, within the intended geography. DV was the first company accredited to measure and de-duplicate ad quality in this manner. It gives advertisers clarity and confidence in their digital investments and creates actionable insights to drive performance optimisation.
“DoubleVerify is thrilled to build this partnership,” said Sophia Warren, client strategy director ANZ at DoubleVerify. “Havas Media Group’s clients will be protected from wasted investments and unsuitable content, while the agency will be able to optimise media spend using our campaign insights. Effective optimisation of media is critical to address increased media fragmentation and a decline in consumer trust, resulting from concerns around data privacy, fake news and high-profile brand suitability incidents.”
In order to support the activation of DV Authentic Ad as standard practice across the agency, the digital teams at Havas Media Group Australia are currently enrolled in DV University (DVU) with the aim of achieving agency-wide certification by the end of Q1 2022. DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV Advertiser’s Suite. This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives.
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