Havas activates DoubleVerify’s ad measurement across client campaigns

DoubleVerify, a software platform for digital media measurement, data and analytics, today 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. 

Havas media group will implement DV Authentic Ad Measurement across every client, every campaign and every channel by default, though clients may opt out, if desired.

Havas Media Group head of data solutions and ad tech, Kevin Fernandes, said: “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.

“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 client strategy director, ANZ, Sophia Warren, added: “DoubleVerify is thrilled to build this partnership. 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.

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Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics ad measurement Double Verify DV Authentic Ad™ Measurement Havas Havas Media Group Kevin Fernandes MRC-accredited metric Sophia Warren

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