Observed Signal · Sep 23, 2020 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
GroupM Germany & Meetrics Pilot Ad Refresh Tracking
GroupM Germany and Meetrics have launched a joint pilot to study Ad Refreshes in digital campaigns, investigating when and how refresh events occur and their effects on ad visibility and effectiveness. The study will capture dimensions such as the interval between refreshes and the on-page placement of refreshed impressions, aiming to establish insights that can improve transparency and control for advertisers, agencies, and publishers. The collaboration expands to Xandr as Trading Desk, enabling real-time visibility of Ad Refresh within the Xandr DSP and enabling inventory selection or suppression of unwanted refreshes. GroupM Germany’s agencies—Mindshare, MediaCom, Wavemaker, and Essence—will participate alongside Meetrics. Key quotes from Konstantinos Papadatos Fragkos and Philipp von Hilgers emphasize enhanced transparency and a tool for better media quality and budget alignment. The effort seeks to develop standards for sustainable, effective ad performance by reducing unwanted multiple ad impressions during a website visit.
Joint pilot to study Ad Refresh and transparency implications for ad quality and inventory management; includes major DSP integration with Xandr.
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Key Takeaways & Evidence Grounding
- GroupM Germany and Meetrics launched a joint pilot to analyze Ad Refresh occurrences and their effects on ad performance.
- The pilot will measure dimensions such as refresh interval length and on-page placement of refreshed impressions.
- Xandr joins the collaboration as Trading Desk to provide real-time visibility of Ad Refresh within the Xandr DSP and to enable inventory control.
- GroupM Germany's agencies Mindshare, MediaCom, Wavemaker, and Essence are participating.
- Statements from Konstantinos Papadatos Fragkos and Philipp von Hilgers highlight transparency and improved media quality and budget alignment.
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