DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today 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 campaigns1. 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. DV was the first company accredited to measure and de-duplicate ad quality in this manner. It gives advertisers clarity and confidence in their digital investments and creates actionable insights to drive performance optimisation.
“DoubleVerify is thrilled to build this partnership,” said 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.”
In order to support the activation of DV Authentic Ad™ as standard practice across the agency, the digital teams at Havas Media Group Australia are currently enrolled in DV University (DVU) with the aim of achieving agency-wide certification by the end of Q1 2022. DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV Advertiser’s Suite. This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives.
Sophia Warren, Client Strategy Director, DoubleVerify ANZ
Kevin Fernandes - Head of Data Solutions & AdTech Havas Media
Havas media group will implement DV Authentic Ad™ Measurement across every client, every campaign and every channel by default, though clients may opt out, if desired.
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About DoubleVerify
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximise return on their digital advertising investments – globally.
About Havas Media Group
Havas is one of the world’s largest global communications groups. Founded in 1853 in Paris, the Group employs 20,000 people in more than 100 countries. At Havas, we take a more holistic view of the role of media; examining every step of the customer journey to design and deliver brand experiences that influence consumer opinion, behavior and action at every interaction. Havas Group’s mission is to make a meaningful difference to brands, businesses and people. Havas Group integrated Vivendi in December 2017.
We continually deliver growth for some of the world’s most iconic brands through our firm understanding of how to navigate heightened consumer expectations and build experiences that are as progressive as they are effective. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.