As media measurement evolves, many technological initiatives are emerging to meet the challenges of the advertising industry: the attrition of third-party cookies, new drivers of effectiveness, attribution methods, cross-media and much more.
CESP supports the industry by evaluating a ad tech solutions through audits with the following main objectives:
Transparency: buyers of solutions are often faced with a “black box” effect, where it is difficult to understand the reasons for the results obtained and their variations over time.
Education: the approaches proposed can be complex and require technical jargon to be translated into a language that can be understood by industry professionals.
Reliability: guaranteeing that the methods work by means of independent technical tests.
Thanks to its team of multi-skilled Data Scientists and its Scientific Committee, CESP is able to understand and evaluate the most complex solutions in various fields such as mobility, advertising effectiveness and audience measurement. This in-depth analysis is made possible by an approach that combines business and technical expertise, with access to
to the technical documentation and software content of the audited solutions.
CESP is also involved in cross-industry working groups on Artificial Intelligence, the impact of which will have a decisive impact on the industry in years to come.
Examples of technical areas audited (or currently being audited):
- Imputation of survey data
- Mobility models
- A/B Tests
- MMM approaches
- Video analysis using machine learning
- Graph clustering
- Text classification
How the audit works
AdTech audits are tailor-made for each solution. The mission begins with a kick-off meeting bringing together the auditors and those involved in the solution, during which a general presentation of the scope to be audited is shared.
CESP then receives the documentation required for the audit and organizes technical workshops to define how the information will be shared, such as the transfer of source code, remote access or screen sharing.
The main stage of the audit is to obtain a clear and detailed understanding of how the audited solution works. Depending on the complexity of the methods, CESP may organize additional workshops to gain a more in-depth of the solution knowledge in addition to the documentation review. At this stage, CESP may make suggestions or recommendations on the overall design of the system being audited.
At the same time, CESP Data Science team is working to develop a test protocol tailored to the methodology of the solution audited. Depending on the situations, the audit protocol may be complex and require prior discussion with the members of the Scientific Committee.
Once the protocol has been validated internally, it is applied to data sets that are representative of the solution production operation. The results are incorporated into the report and presented at a working session with the Scientific Committee.
The audit report, validated by the Committee, is then sent to the solution team, who present their comments and action plan at a conciliation meeting.
Finally, the final audit is presented to the Ad Tech College and is the subject of a press release.
AdTech audited
Smart Traffik : press release (download)
Kairos Fire: press release (télécharger) and summary (on request, please write to jbendikha@cesp.org)
Seiki : press release (download) and summary (download – members only)
Qwarry : press release (download) and summary (download – members only)
Ekimetrics: press release (download) and summary (download – members only)
Vectaury: press release (télécharger) and summary (download – members only)
Retency : press release (download) and summary (download – members only)
Data Checking : press release (download) and summary (download – members only)
Gravity: press release (download) and summary (download – members only)
tHE TEAM
DAVID DAVILA
Statistical Model and Machine Learning Auditor
ANNE DURAND
Senior Statistician Auditor
BENJAMIN SAUGUES
Senior Data Analyst
Colleges
Chair of the Data College
Laurence MILHAU
Managing Director de GroupM Digital
Next
College
Next College
The date and agenda will be communicated shortly.
Previous
College
Wednesday, December 18th 2024
This college was dedicated to the following topics :
- Presentation of the conclusions of the URW audit report
- Presentation of the conclusions of the Smart Traffik audit report
VIEW PRESENTATION
VIEW MINUTES
(MEMBERS ONLY)
AdTech College for 02.10.2024 #auditreportURW#audit reportSmartTraffik
AdTech College for 12.10.2023 #audit#Seiki#mesureMOOH#auditMobimétrie
Read the presentation
AdTech College for 17.03.2022 #audit#Qwarry#cookiestiers#semantictargeting
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Read the minutes