CHICAGO, Sept. 25, 2014 /PRNewswire/ -- VivaKi, the
global leader in programmatic and ad tech solutions, today
announced the launch of the Quality Index, a proprietary evaluation
process that vets all placements through the agency's programmatic
media buying solution, Audience On Demand® (AOD). The Quality
Index will also source inventory according to various metrics that
assess viewability, page content quality and historical
performance.
The Quality Index is built upon performance metrics and data
provided by comScore, Integral Ad Science (IAS), Proximic and
various Demand Side Platforms (DSPs), as well as ad server
performance data, which will funnel into VivaKi's centralized data
solution, SkySkraper, to provide side-by-side data comparisons.
The early foundations for the Quality Index were established in
2010 by a human and machine-powered assessment of inventory and
sites, which allowed VivaKi to blacklist or verify appropriate
sites for consideration within its stack. This process, known as
VivaKi Verified, is VivaKi's proprietary vetting process for all
data, media and tech vendors to ensure that transactions made
through AOD meet certain safety benchmarks and requirements.
"In the current landscape, there are so many inventory options
available that marketers are continuously plagued by quality issues
and unsure of what metrics and vehicles will ensure that their ad
is seen," said VivaKi EVP, Global Solutions Doug Kofoid. "Further,
the tools for assessing performance are disparate and not aligned.
This is an area we want to deliver on for our clients, so we took
it upon ourselves to create the end-all, be-all solution for
gauging viewability and quality."
IAS is the latest partner to sign on to join the Quality Index.
Through a preferred partnership, VivaKi will leverage IAS Bid
Expert, which will give Publicis Groupe agencies and their clients
access to exclusive pre-bid data for targeting around brand safety,
fraud, viewability and page context within the RTB auction process.
VivaKi is also testing IAS's TrafficScope product, which provides
granular-level data to help assess addressable media performance
and refine our internal definitions of quality by marrying data to
other key performance indicators.
"We are excited to be partnering with VivaKi on this important
initiative," said Michael Iantosca,
Chief Revenue Officer at IAS. "Together, we've had a long-standing
partnership based on building solutions that deliver greater
quality, trust and transparency and we'll continue to evolve those
for the benefit of the broader marketplace."
VivaKi will continue to adhere to standards and principles put
in place by industry organizations such as the Interactive
Advertising Bureau and the Media Ratings Council. The Quality Index
will ultimately provide insight into all programmatic channels, but
its primary focus areas are the more mature channels, display and
video. Social, mobile and native follow in the near future and
steps are in place to enhance the Quality Index for these
areas.
Visit vivaki.com/insights to learn more about Quality Index.
About VivaKi
Part of Publicis Groupe (Euronext Paris
Exchange: FR0000130577; CAC 40 index), the world's third largest
communications group, VivaKi was established in 2008 to propel the
digital transformation and expertise of the Groupe and its
agencies. Today we are the global leader in digital advertising
solutions, working with the world's leading organizations to help
them navigate the evolving and chaotic media landscape. Across the
globe, VivaKi employs more than 400 engineers, technology experts,
product designers, analysts and digital marketing professionals.
Visit us online at www.vivaki.com or follow us on Twitter:
@VivaKi.
Contact:
Joshua
Dysart
Josh.Dysart@vivaki.com
O: 312-253-5318
SOURCE VivaKi
