Where are all your display ads being shown… and are they
being show to the right audience?
A new solution from online media verification
service DoubleVerify and Kantar Media Compete aims to provide an answer to
advertisers’ lingering questions about exactly who is being reached with their
The Ad VRF
solution combines DoubleVerify’s verification technology and viewability metrics with
Kantar’s digital consumer panel to measure campaign reach into specific
behavioral segments. The solutions aims to help marketers better plan their
media investment and measure effectiveness of with a consistent measurement
framework. The solution enables advertisers to quantified metrics including
reach, frequency, viewable impressions, GRP and viewable GRP (Gross Rating
Points), TRP and viewable TRP (Target Rating Points), behavioral and
demographic segments, and measure ad visibility above/below the fold.
“The last few
years have seen an explosive growth in audience segmentation enabling
advertisers to maximize Return on Advertising Spend by hyper focusing their
targeting,” says Oren Netzer, CEO of DoubleVerify.
“Ad VRF enables
marketers for the first time to measure audience exactly the same way they
target consumers by bringing together the strengths of the largest US
behavioral panel from Compete with granular impression level viewability
measurement from DoubleVerify. The combined solution provides the most
accurate, third party measurement of viewable Gross Rating Points (GRP)
available today allowing marketers to close the loop and continue to iterate to
drive campaign performance.