Welcome to the IFABC
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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is a Global sector association helping its members to achieve competitive advantage in Smart Data Marketing, the art of creatively leveraging value from Data to create competitive advantage in products, user experience and promotion.
What is a media audit?
A media audit is an audit approach that adopts a combination of rules, regulations, and protocols – often established by industry led committees - that are then consistently applied and independently verified to ensure the veracity of the data provided to the advertising market and which is used to form the basis of advertising selection and ad trading decisions.
The digital advertising ecosystem is increasingly prey to fraudsters with billions of dollars lost to ad fraud globally every year. Digital Audits enable publishers to reassure the market that they have legitimate audiences for their websites.
Digital Audits can comprise both technical traffic validation and business process audits with multiple layers of verification processes to provide assurance for advertisers and media agencies that a publisher is committed to ensuring a high level of accuracy and quality in their digital traffic reporting, so that the advertisers are ensured of minimising risk of wasted funds. Read More
Digital publications form part of publisher brand portfolios, the International Federation of Audit Bureaux of Certification (IFABC) has released a guide for the reporting of digital publications (non-website) by its membership.
The IFABC also acknowledges the rapidly changing media landscape and has provided four definitions of digital publication types : "editorial replica", "editorial plus", "targeted" and "dynamic". Read More
What is a circulations audit system?
A print circulation audit system is a combination of rules, regulations, and protocols - backed by a team of people, operations and infrastructure, and independent verification. Its aim is to be capable of delivering to the marketplace a true picture of the circulation performance of the audited publications. Read More
Brands now evolve over many platforms, to support brand audience interactions in all channels IFABC members provide event and exhibition audits for brands. The IFABC supports the evolution of event audit and the continued expansion of service opportunities. Read More
How to create an ABC in your country
A practical guide featuring strategies, plans, actions and hints for those interested in creating an ABC. View the practical handbook.