Digital Quality — The committee for the quality aspects of digital advertising campaigns.
About the Working Group
The goal is to promote exchange with all market participants and thereby contribute to establishing the quality of digital advertising placements at a consistently high level. The implementation of future-oriented standards and the early recognition of new market trends are therefore at the heart of the activities in order to promote the exchange of ideas and information.
Mission
Our mission is to identify, explore, and define relevant topics in digital media quality through close collaboration with other BVDW committees, industry experts, and stakeholders. We develop practical solutions, guidelines, whitepapers, and best practices to increase transparency, enhance advertising effectiveness, and promote resource-efficient campaign delivery. Through knowledge sharing, joint workshops, and positioning ourselves as a “translator” of complex market topics, we ensure that quality is not viewed in isolation but is firmly embedded in the daily work of all relevant stakeholders in the German digital advertising market, while continuously leveraging innovative potential.
Vision
DMQ is the central cross-functional authority for digital media quality within BVDW. We establish measurable standards and promote the holistic optimization of digital campaigns – from invalid traffic prevention and brand safety to attention and sustainability. Through cross-functional collaboration and hands-on cross-labs, we contribute to increasing media efficiency, sustainably improving advertising effectiveness, and actively shaping the future of the German advertising landscape.
Scope
The Digital Quality Working Group addresses the following core topics across all digital channels:
- Invalid Traffic (IVT) and On-Site Fraud Analytics
- Viewability
- Brand Safety and Brand Suitability
- Attention Measurement and Advertising Effectiveness
- In-Geo Targeting and Audience Verification
- Sustainability and Resource-Efficient Delivery
- Creative Delivery and Ad Quality
- Content Quality (Quality Journalism, Made-for-Advertising Sites)
Labs
The Lab aims to address the current state of existing measurement methods as well as the insights gained to date regarding relevant key performance indicators (KPIs) and to create an overarching overview of the buy‑side and sell‑side. As a first step, a current overview in the form of a white paper on the different measurement methods for visual metrics is to be created. The objective of this overview is to provide a structured representation of the key market participants, technologies, platforms, and value creation stages of today’s digital ecosystem – including programmatic advertising.
In the next step, this white paper is intended to serve as a basis for reviewing and discussing the existing metrics together with all relevant market participants (agencies, advertisers, publishers of visual media, measurement technology providers, and research experts) – particularly against the backdrop of a rapidly changing market and with a view to future convergent products.
Lab Leadership
- Janika Dolling
Adnami - John Schmidt
Weischer.Cinema - Mattis Koch
Mediaplus Realtime - Nicole Mortier
Virtual Minds (Executive Sponsor)