Those outside vendors supplying information for the quality score include Adledge, Catchpoint, ClarityAd, Hub’Scan, Sizmek and White Ops.
While Havas’ quality assessment tool is designed to influence both direct and programmatic buys, it was the latter that accelerated its development, Delport said.
“When it’s about programmatic and exchanges, you start losing visibility of what you sell, and the whole inventory you connect with,” Delport said.
The goal for the meta-quality barometer isn’t to “guarantee 100% viewability or zero fraud,” Griffin said, but move the needle toward an ecosystem with less waste and more value.
“It’s taking all these data sources and combining it with the reporting we have to improve quality to the benefit of the advertisers,” Griffin said. “That’s the end game.”