European Viewability Initiative: Overview
The EVSG will be responsible for shaping the overall strategic direction of the initiative, ensuring relevance and value to all stakeholders across Europe.
The ongoing management and implementation of the Certification Framework will be undertaken by a sub-body called The European Authority (EA) - resourced by representatives from EACA and IAB Europe. The EA will work in conjunction with national cross-industry or trade bodies to ensure the certification framework is implemented effectively in each market.
The Certification Framework has been designed to create and facilitate a clear and consistent solution across all European markets - irrespective of the existing status quo. Viewability measurement companies will be able to obtain a European Seal, recognised across all markets, meaning that regional certification can be secured in any country with a participating national authority (e.g. JICWEBS in the UK) and an approved independent auditor (e.g. CESP in France).
The Certification will be underpinned by a clear set of Measurement Principles consisting of the following six modules:
Compliant viewability measurement vendors will gain a European Seal of Approval which will be recognised across participating markets and removes the need for costly and time consuming market-by-market certification.
The Seal will include logos from:
The European Authority
An independent auditor
The national authority