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15th December 2016

DMA Institute, a leading independent digital analytics platform, today announced that it has received accreditation from ABC, for the second consecutive year, for the company’s Viewability technology. ABC’s industry stamp of trust reinforces the way billions of euros worth of advertising budgets are traded across the media landscape globally. This re-certification highlights the unique capabilities of DMAi technology.
“Being certified by the globally recognised
ABC Viewability Certification for DMA Institute’s proprietary technology, DigitalMAI™ Viewability, for the second consecutive year reaffirms the DMAi commitment to not only building quality solutions but also assuring integrity and transparency in DMAi’s delivery of media intelligence needs.” stated DMA Institute Co-Founder Theng Vogels.
ABC’s Viewability Certification is in accordance with principles set by UK JICWEBS, the digital standards body. JICWEBS sets minimum requirements for Viewability product function to reduce discrepancies. Their key focus has been to raise the transparency of a product’s ability to support any metric definition, based on percentage in view and (continuous) time, enabling the industry to trade using viewable ad impressions on a campaign-by-campaign basis.
Theng Vogels said, “We are delighted with the results from the latest ABC report. This is an important validation of our technologies integrity and quality. The results shown in ABC’s latest report will assist media buyers in their decisions, providing them with information they need to trade with trust. DMA Institute believes that viewability is the essential starting point in online transparency and performance, however the key value lies in the combination of the online viewability and reach. Using viewability in combination with validated audience demographic data to understand effective reach and the tracking of customer journeys”.
Simon Redlich, CEO at ABC, said, “We are delighted to verify DMA Institute against the JICWEBS Viewability Principles. ABC’s Viewability Certification delivers reassurance to buyers that the company has met robust, industry-agreed standards. It also shows a commitment to transparency that is essential for the continued growth of trust and confidence within the digital ad trading industry.”
More on DMAi ABC Certification
View our ABC Viewability Certificate 2016. See all the different behaviour scenarios which were tested and the Viewability Products that received certification.

About DMA Institute
DMA Institute is a technology platform which enables Marketers and Brands to objectively evaluate the performance and effectiveness of their digital advertising. This is done by essentially connecting online marketing with double opted-in individuals (EU Privacy), providing insights and analytics data focusing on factors such as whether target group has seen the Ads (Viewability in Target Audience) and/or whether the ads had attributed to conversions (Viewability in Conversion). This proprietary analytics technology is cross device and in-app 2017 in globally in over 30+ countries. 

About ABC
ABC inspires confidence in the market across the media world by delivering a valued ‘stamp of trust’. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond.  It has two roles:
  • To bring the industry together to agree standards that define media measurement and determine best practice.
  • To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.
ABC is governed by the industry, for the industry. ABC’s board consists of advertisers, media agencies, media owners and trade bodies.  They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry’s needs.

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