Heineken is looking to bring ad verification in-house, and is seeking one contract to encompass all markets, according to unnamed executives. The move would allow the beer maker to set its own benchmarks for brand safety, fraud and viewability, rather than rely on agencies to license the technology and evaluate their own performance. Heineken’s new approach comes as other brewers are also moving in this direction.
Heineken is looking to bring ad verification in-house, and is seeking one contract to encompass all markets, according to unnamed executives. The move would allow the beer maker to set its own benchmarks for brand safety, fraud and viewability, rather than rely on agencies to license the technology and evaluate their own performance. Heineken works with agencies Dentsu Aegis and Starcom MediaVest.