COMB Releases State-Of-The-Art Audit Technology
Gail Chiasson, North American Editor
The Canadian Out-of-Home Measurement Bureau has launched a new process to synchronize all trading data between its systems and those of its Out-of-Home company members.
COMB will issue 60,000 audit requests to its members in its first year of the program. The audits will verify that circulation, population and in-market percent values, used to calculate campaign impressions and reach-frequency, match COMB-approved figures.
As a condition of COMB membership, OOH companies must comply with the COMB Audit and the timely correction of data errors.
The audit software was built by The Siroky Group and includes a highly efficient synchronization process that instantly identifies anomalies for quick investigation and correction.
Julie Myers, COMB’s chair of the Board, says, “COMB has invested tremendous resources to build a system that ensures OOH sellers deliver their campaigns with the highest level of accountability. This represents a new standard for other media to follow and, I would espouse, a competitive edge for COMB members.”
COMB sets the industry standard for measurement of OOH advertising audiences across Canada. It publishes circulation and market data for close to 80,000 OOH advertising faces in over 280 markets.
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