DoubleVerify announced that Havas Media Group has become the first media agency in Australia to activate DV’s Authentic Ad metric as the default measurement currency across client campaigns.
This initiative is designed to maximise the cross-channel digital investments of the brands Havas serves and drive superior campaign outcomes.
“We’ve taken the unprecedented step to deploy DoubleVerify’s measurement solution as standard to protect our clients’ investments, and also improve the media experience by actively driving media quality and effectiveness,” said Kevin Fernandes, Head of Data Solutions & AdTech at Havas Media Group.
"We’ve already been able to use insights from DoubleVerify to make fundamental shifts to campaign variables, such as formats and publishers – which has significantly increased campaign outcomes.”
The DV Authentic Ad is a proprietary, MRC-accredited metric that ensures an ad is fully viewed, by a real person, in a brand-safe environment, within the intended geography.
Sophia Warren, Client Strategy Director ANZ at DoubleVerify: “Havas Media Group’s clients will be protected from wasted investments and unsuitable content, while the agency will be able to optimise media spend using our campaign insights. Effective optimisation of media is critical to address increased media fragmentation and a decline in consumer trust, resulting from concerns around data privacy, fake news and high-profile brand suitability incidents.”
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