European Viewability Measurement Principles

Created by the EVSG (European Viewability Steering Group - made up of WFA, EACA and IAB Europe), these principles are designed to ensure that harmonised best practice standards and guidelines are applied to the measurement and trading of viewable digital advertising across all markets in Europe (and beyond). They are designed to help our industry to achieve the following common goals:

1. To raise minimum quality standards in digital advertising measurement for all stakeholders across Europe.
2. To measure digital ad exposure which is deemed a key step to increasing confidence in digital ad trading.
3. To enhance the (internet) user experience in the context of changing user expectations.
4. To improve confidence in the digital ad environment.