Digital Audit Expert ImServices Merged with AAM

In the US, ad technology audit specialist ImServices Group has been merged into The Alliance of Audited Media, enhancing its range of digital ad measurement services. The merged body has immediately launched a new service for companies preparing for MRC or IAB certification.

ImServices provides technology certification audits focusing on areas such as viewable ad and click impressions, Internet and mobile video, digital ad campaign assessments, in-app and in-game advertising, and privacy compliance. These audits meet industry standards set up by the Interactive Advertising Bureau (IAB), Media Rating Council (MRC), and Mobile Marketing Association (MMA). It also manages the IAB's International Spiders and Bot list, which aims to filter non-human and fraudulent online traffic from measurement counts.

With ImServices merged into The Alliance of Audited Media (AAM - formerly known as the Audit Bureau of Circulations), the combined organization will offer an enhanced service to help clients address digital ad issues including unseen ads, illegitimate clicks, fraudulent traffic, and advertiser demand for independent verification services.

Tom Drouillard (pictured), AAM'S CEO, President and MD, comments: 'Together, AAM and ImServices have a real opportunity to help advertisers, publishers and technology firms solve some of the more complicated issues that surround interactive advertising. Each organization has complementary strengths and strong industry ties that allow us to take on critical issues like online fraud, ad viewability, mobile metrics and cross-media measurement.'

As the merger goes ahead, the organizations have launched 'Certified View' consultation services, which will help clients with viewability implementation testing, IAB certification and support for full MRC accreditation.

Web sites: www.imservicesgroup.com and www.auditedmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.