Heineken is moving ad verification in-house, a shift in policy from previously relying on its agencies to police ads.
The beer brewer is running a global search for one ad verification technology it can run directly from all its markets, according to two separate executives with knowledge of the plan. Once the search ends, Heineken will have effectively brought its ad verification in-house, said one of the executives.
While Heineken isn’t the first advertiser to own the contract with ad-verification technologies, there are reasons why some have not done so. Advertisers are under more pressure than ever to show continual growth in return on investment, yet owning the contract potentially increases the cost of verification technology if the agency has preferred rates that have been secured because of the volume of business they run through a single vendor.
For advertisers like Heineken, however, the control over ad measurement is worth higher costs.
Read More At The Original Article: digiday.com
