Mergers, acquisitions, partnerships

Certified transparency

Quality control of advertising is rarely uniform. BVDW and Agof now want to change this.

The German Digital Industry Association (BVDW) has joined forces with the Arbeits-gemeinschaft Onlineforschung (Agof) to develop a new quality certificate for the visibility of advertising (viewability). The new certificate is the first module in a catalog of quality certifications that the two industry organizations will jointly establish as partners for transparency and reliability in the German-speaking digital market.

In practice, the visibility of advertising media in an online campaign is often measured by both the marketer and the media agency or advertiser. However, in order to ensure the comparability of the respective measurement results and to keep deviations between the various measurement systems and providers to a minimum, uniform specifications for procedures, measurement parameters and reporting are necessary.

BVDW and Agof have jointly taken on this task: New quality certificates are to ensure uniform standards for more transparency and security in the digital ecosystem.

Thomas Duhr, BVDW Vice President, says: "With this first certificate for quality in digital advertising in the German-speaking and European region, we are taking an important step in the future professionalization of the digital advertising market."