Media and technology partners supporting the effort include Hulu, Spotify, Teads, comScore, DoubleVerify, Integral Ad Science and Moat. 

Unilever partnered with GroupM in 2014 when the company’s viewability standards were originally announced in the US; other clients now supporting this move include Campbell Soup Company, Church & Dwight, Shell, Subway and Volvo.

“Our ambition is to offer clients the absolute best quality digital media in every market,” said John Montgomery, executive vice-president, brand safety (pictured).

“By working with clients and progressive media and technology partners, we can help shape the digital marketplace for the better, as we have seen in the US.

"It was always our goal to operate around a consistent standard globally and following many months of partner dialogue, now is the right time for us move forward with these enhanced standards that consider the evolution in social and mobile platforms, as well as user behaviours.”