News UK - Member Metrics

Posted on Friday 11 February 2022 | IAB UK

The following responses have been supplied by News UK 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 News UK 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?
Allow the advertiser to choose their own third-party provider. (See which media owners/platforms allow advertisers to choose their own third-party provider here).


As you offer viewability metrics to advertisers, do you have a minimum viewability % you work to as a campaign average?
We don't offer a minimum viewability %, however we do optimise direct-sold campaigns for viewability and deliver against predefined and agreed viewability KPI's on a per campaign basis.


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?
Currently campaigns don't span across these environments.


Which third-parties have you worked with in the last 12 months?
Google, Integral Ad Science, Permutive and Brand Metrics


Have you worked on any measurement or insight projects on ‘attention’ over the last few years?
A trial with a third-party vendor is actively being worked on, to commence imminently.


Finally, in terms of digital metrics and measurement, is there anything else you would like to add which advertisers would find useful? 
Whilst one appreciates an advertiser's requirement to run in a safe environment and measure metrics that support the campaign KPI's, we need to consider that not all sell-side parties are equal. There is a vast difference between premium publishers and the longtail of the web. To apply the same rule sets, tracking and blocking has the potential to be very blunt tools with the result being a potential loss in quality audiences and engaging content. Since premium publishers typically have the capabilities to apply any and all verification and measurement tracking alongside first party data and quality content, working in a more direct advertiser-publisher partnership and cutting out the complexities and latency of multiple supply chain vendors would benefit all.

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


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