DRIVE TO TRUST
CESP has joined forces with the Mobile Marketing Association France to create a market certification, called Drive-to-Trust, and so to certify the technology players who offer mobile-to-store activations. This approach guarantees the relevance of the controlled criteria and the rigour of a neutral and impartial certification process.
After launching the Right People and Right Place certificates in July 2020, the two organizations are completing the scheme by launching the Right Performance certification. The Drive-to-Trust certification now has three certificates : Right People, Right Place and Right Performance
First wave of the Right Performance certification launches through April 8,
Mobile in-store advertising impact measurement certification
eagerly awaited by advertisers and agencies
The “Right Performance” certificate testifies solutions that offer in-store mobile advertising impact measurement. Like the first two certificates launched, Right Performance was the subject of a co-construction between four major media agencies, members of Mobile Marketing Association and CESP, allowing for a comparison of market expectations and the certification process for solutions based on the principle of A/B testing. Through several iterations, the solutions themselves were fully involved in this qualitative process.
“Leading solutions have signed on to this certification process and agencies are embracing this action for transparency and quality. This demonstrates the usefulness of this certification for the entire industry. I hope that Right Performance will be able to guarantee the quality of the tools used to measure the impact of Drive-to-Store campaigns in the same way“, says Valérie Morrisson, Managing Director of the CESP.
“Being able to measure the physical visits at the point of sale resulting from a drive-to-store advertising campaign is the number one expectation of advertisers and agencies. The players who will be certified Right Performance, therefore on the major reliability of their solution, will be transparent and will gain the trust of their clients” anticipates Martin Clamart, Rapporteur of the Advertising Commission within Mobile Marketing Association and Managing Director Sublime.
First certifications
On July 7th, 2022, 11 members of the Mobile Marketing Association France are Drive-to-Trust certified :
3 certificates Drive-to-Trust
Drive-to-Store mobile solutions can now apply for one or both of the available certificates : Right People and Right Place. Soon, they will also be able to apply for the Right Performance certificates.
This certification is awarded by CESP for a period of 12 months from the date of its obtaining and is subject to continuous controls. The criteria monitored and the method for awarding the certificates are detailed in the reference document for each certificate.
Right People
The « Right People » certificate validates the quality of the data and inventories of solutions that offer and quality audience segments based on geolocation data.
Right Place
The « Right Place » certificate concerns solutions that serve local and geolocated advertising campaigns and certifies that the geographic location targeting has been correctly carried out during the advertising campaign.
These two certifications are controlled for a period of 12 months and are subject to 4 waves of control during the year. The criteria controlled and the method of awarding the certificate are detailed in the reference framework of each certificate.
Right Performance
The « Right Performance » certificate will certify solutions that offer physical traffic measurement at the point of sale and will identify solutions based on a transparent methodology and aligned with the quality standards defined by CESP Scientific Committee.
After the certification phase, this evaluation is conducted every 6 months, according to these criteria, using the studies conducted by the solutions.
A new wave of certification is underway
Publication of certified solutions Right People & Right Place
July 18th, 2022
Publication of certified solutions
October 6th, 2022
Publication of certified solutions from wave 8
End of July 2022
4 major media agencies testify
4 major media agencies, members of the Mobile Marketing Association France and CESP, have co-constructed the certification framework, with the ambition of bringing clarity, transparency and consequently confidence to these solutions. Publicis, GroupM, UM of IPG Mediabrands and Dentsu testify :
Digital ad trust
SRI and Udecam teamed up to establish a process for certifying websites based on the quality of their advertising inventories and their context as well as on the ease of browsing for users of the site. The initiative was quickly supported by other stakeholders: advertisers (Union des Marques), publishers (GESTE), self-regulation (ARPP) and IAB. The aim of this industry-wide initiative is to boost the confidence of advertisers and users in the certified websites.
ACPM and CESP were selected to draw up the reference framework for this certification. They were drafted in conjunction with representatives from SRI, Udecam, GESTE, UDA, IAB and ARPP through workshops attended by professionals from across the industry. Following on from this collaboration on the guidelines, ACPM and CESP have been commissioned by the industry to act as third-party certifier for the Digital Ad Trust certification.
This certification is awarded in strict compliance with the criteria defined by the bodies that have established it. The process involves auditing the entities that conduct the audience measurements, manual checks and automatic independent monitoring. Brand safety, viewability, fraud, the user experience and information on personal data are the major elements taken into account in evaluating the Digital Ad Trust certificate.
Publishers and
their sales houses
A certificate that recognises the quality of inventories and their context
Advertisers
A certificate based on concrete checks to give advertisers confidence in the value of their digital investments
Agencies
A certificate based on an operational evaluation at domain level
Internet users
A certificate that takes into account the 2 main priorities of users: ease of browsing and respect for their privacy
For all stakeholders
A certificate based on objective, measurable and transparent criteria for the whole industry