The International Federation of Audit Bureaux of Certification (IFABC) is a global federation of industry-sponsored organisations that recognises that in the fast-paced media landscape, advertisers and ad agencies need the certainty that comes from consistent and independently verified, readily accessible media data for advertising planning and investment.
The IFABC member organisations deliver services designed to support transparency and accountability in the media data that is used in advertising trading in their respective markets.
'As emerging digital technologies continue to change how marketers and media connect with consumers, the need for independent third-party audits remains critical' explained IFABC President Pedro Silva, president of IFABC and CEO of the Instituto Verificador de Comunicação in Brazil. 'Media auditors play a unique role around the world.'
At the IFABC 28th General Assembly held in San Francisco in November 2018 delegates from media audit bodies from around the globe identified three of the most critical issues surrounding global media assurance:
- digital ad trading issues including ad fraud,
- accountability in digital out-of-home advertising and other media channels, and
- the need for global collaboration and standards.
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