The Alliance for Audited Media merges with digital auditing firm ImServices Group

AAM also announces launch of ‘Certified View’ – new audit service for companies preparing for MRC accreditation or interested in receiving IAB certification

The Alliance for Audited Media (AAM) today announced that it is merging with the digital auditing firm ImServices Group, effective immediately.

The AAM also launched a new audit service called Certified View “for companies preparing for MRC accreditation or interested in receiving IAB certification for compliance with the industry’s new viewable ad impression standards,” the AAM announced.

AAM-logoThe AMM, formerly known as the Audit Bureau of Circulations (ABC), is the leading paid circulation audit firm, used by major newspapers and magazine publishers to show paid circulation, and increasingly, digital media reach.

“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,” said Tom Drouillard, AAM’S CEO, president and managing director. “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.”

certified-view“ImServices has been a trusted and valued partner of the IAB for many years, and the digital advertising and media industry is a better place for it,” Randall Rothenberg, CEO and president of the IAB was quoted in the AAM announcement. “Few know the ins and outs of the digital supply chain better than Dick Bennett and his ImServices team. Their contributions to our efforts to combat fraud, improve audience measurement and reduce supply chain friction have been enormous. We look forward to continuing that partnership now that ImServices and AAM are hitched.”

The merger will certainly add new services for publishers increasingly concerned with that their digital media efforts are leading to ad and reader retention. But the audit industry also faces the prospects that many new digital publishers are outside the mainstream media world and little interested in the industry’s traditional trade associations, audit bureaus, events, etc. Most media reports measure total digital readership solely through the lens of the official audit counts, ignoring the ever growing segment of the industry served by digital-only publishers. Providing more services relevant to this market may help the AAM attack these new publishers.

“Certified View is just the beginning,” said Dick Bennett, founder and CEO of ImServices. “We will continue to provide our clients with the thorough, affordable, flexible services they’ve come to know from us. But together with the scale of AAM, we’re expanding our reach and capabilities to create an all-together more powerful organization with increased scale, manpower, visibility and innovation. ”

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