CHICAGO, Sept. 25, 2014 /PRNewswire/ -- VivaKi, the global leader in programmatic and ad tech solutions, today announced the launch of the Quality Index, a proprietary evaluation process that vets all placements through the agency's programmatic media buying solution, Audience On Demand® (AOD). The Quality Index will also source inventory according to various metrics that assess viewability, page content quality and historical performance.
The Quality Index is built upon performance metrics and data provided by comScore, Integral Ad Science (IAS), Proximic and various Demand Side Platforms (DSPs), as well as ad server performance data, which will funnel into VivaKi's centralized data solution, SkySkraper, to provide side-by-side data comparisons.
The early foundations for the Quality Index were established in 2010 by a human and machine-powered assessment of inventory and sites, which allowed VivaKi to blacklist or verify appropriate sites for consideration within its stack. This process, known as VivaKi Verified, is VivaKi's proprietary vetting process for all data, media and tech vendors to ensure that transactions made through AOD meet certain safety benchmarks and requirements.
"In the current landscape, there are so many inventory options available that marketers are continuously plagued by quality issues and unsure of what metrics and vehicles will ensure that their ad is seen," said VivaKi EVP, Global Solutions Doug Kofoid. "Further, the tools for assessing performance are disparate and not aligned. This is an area we want to deliver on for our clients, so we took it upon ourselves to create the end-all, be-all solution for gauging viewability and quality."
IAS is the latest partner to sign on to join the Quality Index. Through a preferred partnership, VivaKi will leverage IAS Bid Expert, which will give Publicis Groupe agencies and their clients access to exclusive pre-bid data for targeting around brand safety, fraud, viewability and page context within the RTB auction process. VivaKi is also testing IAS's TrafficScope product, which provides granular-level data to help assess addressable media performance and refine our internal definitions of quality by marrying data to other key performance indicators.
"We are excited to be partnering with VivaKi on this important initiative," said Michael Iantosca, Chief Revenue Officer at IAS. "Together, we've had a long-standing partnership based on building solutions that deliver greater quality, trust and transparency and we'll continue to evolve those for the benefit of the broader marketplace."
VivaKi will continue to adhere to standards and principles put in place by industry organizations such as the Interactive Advertising Bureau and the Media Ratings Council. The Quality Index will ultimately provide insight into all programmatic channels, but its primary focus areas are the more mature channels, display and video. Social, mobile and native follow in the near future and steps are in place to enhance the Quality Index for these areas.
Visit vivaki.com/insights to learn more about Quality Index.
Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; CAC 40 index), the world's third largest communications group, VivaKi was established in 2008 to propel the digital transformation and expertise of the Groupe and its agencies. Today we are the global leader in digital advertising solutions, working with the world's leading organizations to help them navigate the evolving and chaotic media landscape. Across the globe, VivaKi employs more than 400 engineers, technology experts, product designers, analysts and digital marketing professionals. Visit us online at www.vivaki.com or follow us on Twitter: @VivaKi.