Mapping IAB UK member metrics
Posted on Thursday 10 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:
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Method of verification offered to advertisers by media owners
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Third-party verification providers used by media owners within the last 12 months
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Use of in-house tools or third-party providers for campaign performance measurement
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 |
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. | ✓ | ||
| Teads | ✓ | ||
| Telegraph Media Group | ✓ | ||
| The Guardian | ✓ | ||
| TikTok | ✓ | ||
| Tripadvisor | ✓ | ||
| 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 | ✓ | ✓ | ||
| 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. | ✓ | ✓ | ✓ | ✓ | |
| Teads | ✓ | ✓ | ✓ | ||
| Telegraph Media Group | ✓ | ✓ |
Exposure time, IVT provided for selected campaigns |
||
| The Guardian | ✓ | ✓ | ✓ | ||
| Tripadvisor | ✓ | ✓ | ✓ | ||
| 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 |
|
| 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 |
| 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 |
| 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 |
| 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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