Omnicom Media Group (OMG) has vowed to take a tough stance on ad fraud by partnering with intelligence specialists Integral Ad Science to combat the damaging effects of piracy, fraud, viewability and brand safety.
The announcement comes on the back of GroupM's Xaxis yesterday unveiling a deal with comScore and The Trade Desk to track digital campaigns.
The OMG and Integral partnership will see agencies use the third-party tech firm's suite of tracking across all clients.
Head of interactive at OMG media agency OMD Sydney, Dan Robins, said: “The time for discussion over ad verification is fast receding, and we believe the market and technology is now in the right position for us to make a clear stand on issues which need addressing in the industry.”
With ad fraud and brand safety one of the major industry challenges, Robins said that the partnership will give clients the best possible protection available.
“This partnership does not change our view that viewability is a metric we should work with publishers and clients on to strive toward better outcomes all round; rather it strengthens our ability to have open conversations based on solid data for both in-campaign optimization, as well as at the overall publisher level,” he said.
Managing director ANZ at Integral, James Diamond, said the company is “very excited to partner with OMG in Australia & New Zealand.
“It’s exciting to see one of the big players in the market proactively addressing the issue of media quality and helping their advertisers get access to better quality media. While we are still in the early stages, I expect that OMG’s clients are going to benefit significantly in the long run. They will ultimately have fewer brand safety issues, more exposure to potential customers and better marketing ROI.”
Last month Integral released its Q2 2015 Media Quality Report which found that 7.4% of Australian advertising impressions are fraudulent and display viewability has declined from earlier in the year.
IAB recently set up its Brand Safety Council after AdNews highlighted that a number of high-profile clients’ ads were appearing in places they shouldn’t be.
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