Mail Metro Media - Member Metrics

Posted on Friday 11 February 2022 | IAB UK

The following responses have been supplied by Mail Metro Media regarding its measurement and the ad verification process. This is part of an initiative to map the measurement options offered by our media owner and platform members as part of National Anti-Click-Through Rate Day (February 2022)


Check out the rest of the results to discover, at a glance, which suppliers are being used as well as what measurement metrics are offered by Mail Metro Media and other media owners/platforms here


Do you offer advertisers verification information about the campaigns they run with you, for example around areas like viewability and brand safety?


As you offer advertisers verification information about the campaigns they run with you, how do you predominantly operate?
We let all clients use their own tools, we use third-parties and we have in house tools too. (See which third-party providers are used by media owners/platforms here).


Please outline how and when you work with third-party providers. If you work with multiple providers please also outline the process for deciding which company to work with for campaigns.
We work with MOAT for viewability, IAS for brand safety but we allow DV, IAS and other tags like Brand Metrics to run. We now are seeing brands asking to use Playground XYZ tags and Lumen Lamp Tags.


As you offer viewability metrics to advertisers, do you have a minimum viewability % you work to as a campaign average?
They depends on the client but in the main we work to over 70% for most of our brand formats, if it is OMP they decide what they want to buy.


Do you offer advertisers performance information about the campaigns they run with you, for example around areas like reach, clicks and brand uplift?
Yes. (See what performance information is offered, by platform, here).


Do you offer advertisers performance information about campaigns they run with you on other platforms?
Yes we provide whatever metrics are possible by the platform but also produce cross media ad effectiveness to report on off platform products like podcasts.


Which third-parties have you worked with in the last 12 months?
For baseline performance: GAM, MOAT and IAS For ad effectiveness: Research Bods, Lumen, RAM + in house polling units.


Have you worked on any measurement or insight projects on ‘attention’ over the last few years?
Mail Metro Media unveiled its Centre for Attention research in 2021, exploring how premium digital formats can be effective for attention.


Finally, in terms of digital metrics and measurement, is there anything else you would like to add which advertisers would find useful? 
We think the major issue on this is not the display marketplace but the disparity between the big five who all do ad effectiveness in different ways, have different formats and different baseline stats. Display across publishers on desktop and mobile is pretty universal and the ways in which it can be measured across other comparison websites is much easier to compare when you are looking at an MPU delivered across 20 sites.

To find out which other companies submitted responses, please visit our member directory here.


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