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Media Audit Body Launches Publisher Certification
In the US, measurement organisation the Alliance for Audited Media is launching AAM Quality Certification, which it describes as 'a new holistic approach to verifying digital publishers'.
The AAM - which grew out of the ABC and CAC - says its aim is to reassure advertisers, minimize digital advertising fraud and help 'premium publishers' differentiate themselves. The move is backed by the Association of National Advertisers.
The process involves verification of publishers' business processes, and their web site analytics and audience. More than 50 sites have helped to develop the process over the past six months, and AAM says it hopes to issue the first official certifications later this year, and to launch a 'whitelist'. Previous AAM moves to promote quality and fight fraud include the launch a year ago of the AAM Site Certifier to detect invalid traffic; and an ad blocking detection technology called AAM Ad Block Gauge.
ANA Chief Exec Bob Liodice says of the latest announcement: 'Last year the ANA asked what AAM could do to help minimize digital advertising fraud. As we worked toward a solution, we realized that while reliable technology and measurement are critical, there is no substitute for independent third party verification. AAM has given us a long-term solution to minimize digital advertising fraud. So today the ANA is calling for marketers to demand AAM Quality Certification of publishers'.
Web site: www.auditedmedia.com .
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