The Canadian Out-of-Home Measurement Bureau (COMB) has introduced a new auditing process to synchronize all trading data between its systems and those of its out-of-home (OOH) advertising industry members.
Over the first year of the program, Toronto-based COMB will issue 60,000 audit requests to its members across the country. The companies will be audited to verify their markets’ circulation, population and in-market percentage values—as used to calculate ad campaign impressions and reach/frequency—match COMB-approved figures.
COMB is using audit software designed by the Sikorsky Group to instantly identify anomalies for quick investigation. Compliance with the audits and timely correction of any data errors are mandatory conditions for COMB membership.
“We have invested tremendous resources to build a system that ensures OOH companies deliver campaigns with the highest level of accountability,” says Julie Myers, chair of COMB’s board. “This represents a new standard for other media to follow and, I would espouse, a competitive edge for COMB members.”
