This downloadable information resource is designed for advertisers and advertising agencies to understand which media properties are audited globally to make more informed media buying choices.
“As the media and advertising landscape becomes increasingly global and issues around the lack of transparency grow, there has never been a more important time for advertisers to have access to a trusted source of information about media partners that are committed to third-party accountability,” explained IFABC President Pedro Silva, president of IFABC and CEO of the Instituto Verificador de Comunicação in Brazil. “IFABC members bring transparency, clarity and a high level of media assurance to the media properties they audit around the world.”
The IFABC’s Certified Media List is a straightforward, effective and easy to use file of audited media properties from across the globe, says IFABC. It highlights the audited media brands by format including print magazines and newspapers, websites and apps, events, radio and out-of-home media. The report also includes details about the intended audience (B2B or B2C) and whether the product is paid or free. Each listing includes links to the IFABC member that certifies the media brand. Additional information can then be sought from these organizations.
IFABC European Committee President, Jean-Paul Dietsch, Director ACPM/OJD noted: “In the era of the GDPR, GAFA and programmatic ad trading, it is critical for media providers to build and maintain trusted relationships by being transparent in their respective markets. Advertising has become a global market with local presence making it crucial that advertisers can connect to a single, central source of locally certified media. The certification bodies in each country are the local arbiters of media assurance.”
“Recognizing that the issues of accountability and transparency reach across borders, the IFABC’s proactive collaboration in developing this list elevates the importance of global audited media and third-party assurance,” said Tom Drouillard, CEO of the Alliance for Audited Media and IFABC secretariat.
The data is now available for download through the IFABC website, enabling advertisers to build white lists of trusted media sources, source new media opportunities or confirm their own databases of media options. The list will be updated regularly to ensure advertisers have access to the latest listings of certified media, says IFABC.