Group M launches new global viewability standards

WPP’s Group M is rolling out a global set of viewability standards in a bid to improve the integrity of digital media investment, with the move gaining support from some of the media agency’s biggest global clients.

Group M’s John Montgomery said the company is seeking global consistency

The move comes just days after the World Federation of Advertisers released research revealing ad fraud and transparency issues had prompted a major crackdown by brands on their agencies and digital platform partners.

Viewability has been one of the major issues the industry has been grappling with over the past two years as advertisers continue to question at what point they should be paying for an ad that has appeared on a screen.