As part of the launch, the first set of European viewability measurement principles have been announced. This will soon be followed by the launch of a request for proposals (RFP) process to identify suitable auditors across the region. 

The measurement principles are intended to help reduce discrepancies in the data provided by different viewability measurement tools. Their creation follows consultation with a broad range of industry stakeholder groups, including publishers, media agencies, advertisers, measurement companies, ad technology providers, national, international and cross-industry trade bodies. 

The EVSG is a cross-industry body formed in 2015 by the Interactive Advertising Bureau Europe (IAB Europe), the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA). 

“With digital ad spend surpassing €40bn it’s ever more critical to reinforce the quality of the digital advertising environment to underpin the delivery of free content," said Alison Fennah, executive business advisor, IAB Europe.

"Ensuring that viewable impressions are measured correctly and consistently is a key first step. This initiative is designed to enable Europe’s varied markets to collaborate and create regional standards and deliver local growth.”