Mapping IAB UK member metrics

Posted on: Monday 14 February 2022 | IAB UK

To help encourage advertisers to ditch the clicks, we’ve pulled together the different verification metrics offered by publishers and platforms across the industry

At the end of 2021, we conducted a survey with LongTerm digital to understand how advertisers and agencies feel about digital measurement and what more support they need. The results show one of the biggest challenges they face when it comes to implementing verified measurement strategies are the different capabilities offered by media owners/platforms and a lack of consistency across touch points. 

To help solve this and encourage advertisers to move away from click-through-rates, we’ve asked our media owner and platform members to supply information on the following: 

Click on any of the above to find the relevant information. While this isn’t a fix-all solution to the challenges in this space, it is hopefully a useful resource that allows advertisers to map what’s currently on offer.

Please note that the below is correct as stated by the media owner/platform at the time of publication (14 February 2022). We will be keeping this information updated at regular intervals to ensure it remains useful.

  Method of verification offered to advertisers by media owners
Company

Media owner / platform uses own third-party provider

(See which below)

Media owner / platform allows the advertiser to choose their own third-party provider Media owner / platform uses in-house tools
Amazon    
Blis    
Disney    
Global    
Hearst UK    
Influent Media    
Mail Metro Media
Meta    
Mobsta    
News UK    
Reach PLC    
Snap Inc.    
Spotify    
Teads    
Telegraph Media Group    
The Guardian    
TikTok    
Tripadvisor    
Twitter    
Yahoo    

 

  Third-party verification providers used by media owners within the last 12 months
Company IAS Moat (Oracle) Double Verify Other
Amazon  
Hearst UK    
Mail Metro Media    
Snap Inc.  
Teads  
Telegraph Media Group      
The Guardian
Peer39
TikTok    
Twitter  

 

  Standard verification metrics provided by media owners
Company Viewability Brand safety & suitability assessment Ad fraud assessment Audience verification Other
Blis  
Disney      
Hearst UK    
Influent Media      
Mail Metro Media      
Meta    
Mobsta
Location accuracy verification
News UK    
Snap Inc.  
Spotify  
Teads    
Telegraph Media Group    
Exposure time, IVT provided for selected campaigns
The Guardian    
Tripadvisor    
Twitter  
Yahoo!  

 

  Use of in-house tools or third-party providers for campaign performance measurement
Company Desktop Mobile
Blis
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Disney
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Hearst UK
In-house tools
In-house tools
Influent Media
Combination of in-house and third party providers
Combination of in-house and third-party providers
Mail Metro Media
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Mobsta
Combination of in-house and third-party providers
Combination of in-house and third-party providers
News UK
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Snap Inc.  
Combination of in-house and third-party providers
Spotify
Allows the advertiser to choose their own third-party provider
Allows the advertiser to choose their own third-party provider
Teads
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Telegraph Media Group
Combination of in-house and third-party providers
Combination of in-house and third-party providers
The Guardian
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Tripadvisor
Combination of in-house and third-party providers
Combination of in-house and third-party providers
Twitter
Allows the advertiser to choose their own third-party provider
Allows the advertiser to choose their own third-party provider
Yahoo!
Combination of in-house and third-party providers
Combination of in-house and third-party providers

 

 

Campaign performance metrics provided by media owners

Blis
Unique users, impressions, frequency, clicks, views / listens, ad engagement / interactions, footfall analysis, brand awareness, brand favourability, brand recall & purchase Intent    
Disney
Unique users, impressions, frequency and clicks
Hearst UK
Unique users, impressions, frequency, dwell / hover, clicks, views / listens, ad engagement / interactions, cost per lead, brand awareness & brand recall
Influent Media
Unique users, impressions, frequency, audience segmentation verification / insight, clicks, views / listens and ad engagement / interactions
Mail Metro Media
Unique users, impressions, dwell / hover, clicks, views / listens, ad engagement / interactions, cost per acquisition, brand awareness, brand favourability, brand recall, purchase intent and page views for native
Meta
Result reach; frequency; impressions; CPC; CTR; attribution; cost per result; cost per reach; CPM; engagement e.g. likes and comments; video metrics; video plays at 25%, 50%, 100%; click metrics e.g. link clicks; estimated ad recall lift; conversion metrics
Mobsta
Unique users, impressions, frequency, dwell / hover, clicks, views / listens, ad engagements / interactions, footfall analysis, sales ROI and other brand metrics
News UK
Unique users, impressions, audience verification segmentation / insight, clicks, views / listens, ad engagement / interactions, brand awareness, brand favourability, brand recall, purchase intent
Snap Inc.
Unique users, impressions, frequency, audience segmentation verification / insight, dwell / hover, clicks, views / listeners, ad engagement / interactions, cost per acquisition, cost per lead, cost per download, brand awareness, brand favourability, brand recall and purchase intent
Spotify
Unique users, reach, frequency, clicks, views/listens, cost per acquisition, cost per lead, cost per download, brand awareness, ad recall, brand favourability, action intent, brand preference, footfall analysis, ROAS and sales lift
Teads
Unique users, impressions, clicks, ad engagement / interactions, cost per acquisition, brand awareness, brand favourability, brand recall, purchase intent and cost per completed view
Telegraph Media Group
Impressions, dwell / hover, clicks, views / listens, ad engagement / interactions, inview % and time, interaction %, ad and page dwell time, attention quality, scroll %. Brand metrics for selected campaigns; brand awareness, considerations, preference, action intent, recall and perception change
The Guardian
Unique users, impressions, frequency, audience segmentation verification / insight, dwell / hover, clicks, brand awareness, brand favourability, brand recall, purchase intent and attention metrics
Tripadvisor
Unique users, impressions, frequency, audience segmentation verification / insight, dwell / hover, clicks, views / listens and ad engagement / interactions, cost per acquisition, cost per download, footfall analysis, brand awareness, brand favourability, brand recall, purchase intent
Twitter
Impressions, frequency, clicks, views / listens, ad engagement / interaction, cost per acquisition, cost per download, brand awareness, brand favourability, brand recall
Yahoo!
Unique users, impressions, frequency, audience segmentation verification / insight, clicks, views / listens, ad engagement / interactions, cost per acquisition, cost per lead, cost per download, footfall analysis, brand awareness, brand favourability and brand recall

 


To find out which other companies have completed our measurement survey, please visit our members directory here.

 

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