Eusebio Serrano, In memoriam

On February 28, former Managing Director at OJD Spain, Eusebio Serrano, passed away.

Eusebio was a reference person for OJD Spain for more than 30 years. He started his professional career in 1965, at the beginning of our office's activity, auditing print media and was appointed Managing Director in 1996, a position he held when he retired in 2013.

His knowledge and experience in press circulation and auditing services was recognized at many conferences and seminars where he was invited as speaker. In 1997, he promoted the launch of OJDinteractive, the company's online services brand. He was also involved in the Verified Free Distribution (PGD in Spanish) service that started in 2002. The challenges of the digital age expanded the portfolio of services and his impulse made the digitization of the company operations happen.

 He was elected president of the IFABC for two terms (2002-2004 and 2008-2010) and OJD Spain successfully hosted the General Assemblies of Seville (1998) and Madrid (2012), when he was the CEO.

He attended most of the meetings organized by the IFABC and also served as a member of the Executive Committee and President of the Ibero-American Group.

We will always remember his charm and remarkable personality.

Rest in Peace.


A new Executive Board and President have been appointed to serve for the next two year term at the 29th International Federation of Audit Bureaux of Certification (IFABC) General Assembly, held by video conference on Friday 9th October. 

Executive Board members and the President are voted for by delegates representing the 27 IFABC member countries.

The new 2020-22 members of the Executive Board are:

  • Alexandra Beier-Cizek - OEAK, Austria
  • Arina Ureche - BRAT, Romania
  • Hormuzd Masani - ABC, India (IFABC Honorary Treasurer & President of Asia Pacific Regional Group)
  • Jean Paul Dietsch - ACPM, France (President of the European Regional Group)
  • Kai Kuhlmann - IVW, Germany
  • Manuel Sala - OJD, Spain
  • Pedro Silva - IVC, Brazil (President of the Iberoamerican Regional Group)
  • Simon Redlich - ABC, UK (IFABC President)
  • Tom Drouillard - AAM, USA (IFABC Secretary)


Simon Redlich, Chief Executive at ABC UK, was elected to be the new President.


Simon commented, “I’m delighted and honoured to lead IFABC for the next two year term. As one of the founder members of this federation, ABC UK has always valued the opportunities it delivers to advance best practice and innovation in auditing and media measurement on a global scale. I’d like to take this opportunity to say a huge thank you to Pedro Silva for his tremendous service to IFABC as President over the last six years. I will do my best to live up to the high standard he has set.”


IFABC is a global federation of member bureaux. It provides a forum for these organisations to come together, share knowledge and develop collaborative solutions that support trust and transparency in media. A recent initiative was the launch of the Global Certified Media list, giving buyers access to nearly 15,000 audited media properties.


This was the first year the General Assembly was held by video conference due to the current global health restrictions.

To find out more about IFABC, please visit



About the IFABC

The International Federation of Audit Bureaux of Certification (IFABC) is a voluntary federation of industry-sponsored organizations throughout the world that are united by their work within the media industry. IFABC members have a common commitment to the accurate and transparent reporting of comparable data used for the evaluation of media channels. This commitment to accountability and transparency involves services of independent third-party audit and certification of the various data sets used within media ad trading. The work of the member bodies spans many channels including print, digital, events, OOH, TV, Influencer Marketing and continues to expand as the media industry evolves and changes. The Federation seeks to encourage and facilitate the ongoing exchange of experience and best practice between member organizations.  For more information, visit

Australian Influencer Marketing Council (AIMCO) Releases Industry’s first Influencer Marketing Code of Practice

SYDNEY, 1 JULY 2020: The Australian Influencer Marketing Council (AIMCO) has today released the industry’s first set of working practices to support brands, agencies and creators. AIMCO was established in late 2019 to drive trust, accountability and transparency in the growing sector of Australian influencer marketing.

Download the Influencer Marketing Code of Practice here.

Influencer marketing continues to grow both globally and locally, driving brand awareness and advocacy, as well as reaching new audiences. It is one of the marketing channels that did not experience a significant decline in activity even in the COVID-19 shutdown period when marketing spend in many channels experienced sharp reductions. However, the industry recognises that for this channel to mature into a position of greater trust and continued growth, transparency is pivotal. The World Federation of Advertisers states that: “Spend will rise where influencers meet critical standards on transparency, credibility and quality of followers” Source: World Federation of Advertisers

AANA CEO, John Broome commented: “Advertisers are keen to support responsible social influencer marketing. This new code of conduct will help build trust in online advertising through transparency and disclosure. It’s an important step forward for the industry.”

The Influencer Marketing Code of Practice is AIMCO’s first major initiative and has been developed collaboratively with input from more than 50 companies including founding member companies that represent all sides of the influencer marketplace. AIMCO membership includes industry sell and buy side, measurement and also legal representation.

The Code clearly articulates the areas of responsibility and proposed requirements for all involved in the influencer marketing ecosystem. The Code spans influencer vetting, advertising disclosure, and contractual considerations including content rights usage and reporting metrics.

The Influencer Marketing Code of Practice has been specifically designed for Australia, but with global considerations, to extend confidence in influencer marketing by establishing a common language and providing clear guidance. The Influencer Marketing Code of Practice will evolve as the influencer marketing landscape continues to develop.

The AIMCO Guiding Council, comprised of 17 organisations from within the founding members of AIMCO, have elected Detch Singh, Founder & CEO, Hypetap to serve as inaugural Chair with Patrick Whitnall, Head of Content and Sport, Publicis Media and Karan White, Business Director, Pod Legal as Deputies.

AIMCO Chair, Detch Singh, Founder & CEO Hypetap commented: "It has been incredible to see the enthusiasm with which the industry has come together for this initiative. Influencer marketing is now widely recognised as a powerful channel, but we have lacked a common language or voice as an industry. AIMCO will be working hard to execute an agenda of strengthening confidence in the category for marketers, creators and the general public."

The AIMCO Guiding Council will move forward to establish industry working groups to address continued areas of focus. AIMCO invites additional companies to join it’s members to participate in the working groups to improve the industry for all.

AIMCO members include: Allegiant Media/Tagger Media, Apex Sports Marketing, CHE Proximity,
Co-maker, Day Management, DVM Law, Hello Social, Hyland, Hypetap, JOOC’D, MediaCom, OMD Create, PHD Media, Pod Legal, Publicis Media, Q-83, Reprise Digital, Social Law Co, Social Soup,
The Lifestyle Suite, TotallyAwesome, TRIBE, Vamp, Wavemaker, We Are Social and WOM Network/Mouths of Mums.

The Audited Media Association of Australia (AMAA) have launched AIMCO and have partnered with the industry to develop the Australian Influencer Marketing Code of Practice. The immediate intent is to focus on the significant adoption of these best practices and further developments will include widespread education and Industry training, continuous improvement and the implementation of accountability frameworks. 


For further information about AIMCO and how to get on board to improve the industry for all please contact: Josanne Ryan or Heather Craven at AMAA.

T: 02 9954 9800 or

For media enquiries and interview requests please contact:

Sophie Muir at Maven PR

T: 0413 590 265 or

Vale Jerry Wright

It is with great sadness that we share the news with IFABC members of the passing of our valued colleague, and previous IFABC Executive Board Member and President, Mr Jerry Wright on Saturday June 6, 2020.

Jerry was the CEO of ABC UK for over 7 years where he propelled an auditing approach that responded to the industry’s shift towards digital publishing.

Jerry was the Global President of IFABC for four years. He was elected President on Octoer 13th, 2010 at the 24th IFABC General Assembly in Seoul, Korea and re-elected on October 25th 2012 at the 25th IFABC GA in Madrid, Spain before stepping down on November 6th 2014 at the 26th GA in rio de Janeiro, Brazil. He was instrumental in moving the IFABC forward to a broader remit, embracing digital and other platforms. He fostered the organisation’s evolution and name change from focused on print circulation to be The International Federation of Audit Bureaux of Certification.

Jerry Wright’s legacy remains with us, he is duly remembered, and his loss mourned by the IFABC fraternity.


General Assembly Update

Dear Members,

The IFABC constitution requires the GA to happen in 2020. There are important matters to decide, including the election of the next Executive Board, approvals, appointments and resolutions.

Given the current global health restrictions in place, it has been decided to proceed with a virtual General Assembly to be executed at the same timing as originally planned.

The Executive Board have agreed to hold a virtual General Assembly on Friday, 9th October 2020 at 12 noon UK time either through Google meet or through Zoom video conferencing. Designated format to be confirmed at a later date.

We apologize in advance for the odd hours that some of you may have to endure to participate. In order for this arrangement to work we will need to be concise so that we execute the assembly in less than two hours.

We want to ensure participation and voting for all members. We will keep you updated as plans are confirmed.

Various documentation required for the General Assembly will be provided as required.

The new Executive Board will reschedule an in-person General Assembly when the global situation permits in Vienna, Austria. Current best estimate of timing is the second quarter of 2021, but this may change.

As we have more details, we will keep you informed, but feel free to reach out to any of us at the Executive Board with questions or suggestions.

We wish you all good health and that we all can quickly overcome the current challenges.


IFABC 29th General Assembly Announced

The IFABC's 29th General Assembly will be held in Vienna, Austria from October 6-9, 2020 at the Le Meridien, Vienna, hosted by Österreichische Auflagenkontrolle, Austria. 

All members are invited to attend the Assembly which will bring together media industry specialists from across the world. It has never been more important for us to connect with our partner organisations to gain insight into how others are navigating the disruptions to the publishing industry, the changes in their markets and how services are evolving. 

Visit the official website to learn more about the venue, events and agenda for this event.

Global Certified Media List launched by IFABC

Global Certified Media List launched by IFABC

Media buyers may access more than 14,756 audited media brands across 19 countries

SAO PAULO, Brazil (October 15th, 2019) –The International Federation of Audit Bureaux of Certification has launched the Certified Media List, the first global list of nearly 15,000 audited media brands from 19 IFABC member countries across the globe. This downloadable information resource is designed for advertisers and advertising agencies to understand which media properties are audited globally to make more informed media buying choices.   

“As the media and advertising landscape becomes increasingly global and issues around the lack of transparency grow, there has never been a more important time for advertisers to have access to a trusted source of information about media partners that are committed to third-party accountability,” explained IFABC President Pedro Silva, president of IFABC and CEO of the Instituto Verificador de Comunicação in Brazil.  “IFABC members bring transparency, clarity and a high level of media assurance to the media properties they audit around the world.”

The IFABC’s Certified Media List is a straightforward, effective and easy to use file of audited media properties from across the globe. It highlights the audited media brands by format including print magazines and newspapers, websites and apps, events, radio and out-of-home media. The report also includes details about the intended audience (B2B or B2C) and whether the product is paid or free. Each listing includes links to the IFABC member that certifies the media brand. Additional information can then be sought from these organizations.

IFABC European Committee President, Jean-Paul Dietsch, Director ACPM/OJD noted: “In the era of the GDPR, GAFA and programmatic ad trading, it is critical for media providers to build and maintain trusted relationships by being transparent in their respective markets. Advertising has become a global market with local presence making it crucial that advertisers can connect to a single, central source of locally certified media. The certification bodies in each country are the local arbiters of media assurance.”

The IFABC endorsed this initiative at its 28th General Assembly held in San Francisco in November 2018. IFABC delegates recognized the unique role independent third-party audits and certified media bring in delivering transparency and clarity to areas of the media ecosystem to increase advertiser confidence. 

“Recognizing that the issues of accountability and transparency reach across borders, the IFABC’s proactive collaboration in developing this list elevates the importance of global audited media and third-party assurance,” said Tom Drouillard, CEO of the Alliance for Audited Media and IFABC secretariat. 

The data is now available for download through the IFABC website, enabling advertisers to build white lists of trusted media sources, source new media opportunities or confirm their own databases of media options. The list will be updated regularly to ensure advertisers have access to the latest listings of certified media.

Simon Redlich addresses the 'JIC Gap' in Mediatel

In his opinion piece for Mediatel, our Chief Executive Simon Redlich explains how, if we make use of all that JICs have to offer, the digital ‘JIC gap’ isn’t as big as it might appear.

Steps for Greater Global Media Assurance Discussed at 28th IFABC General Assembly

SAO PAULO, Brazil (January 10, 2018) – At the International Federation of Audit Bureaux of Certification’s 28th General Assembly, 24 media auditing executives from around the world gathered to discuss worldwide assurance solutions in the wake of global media and marketing trends.

“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. This event reinforces that we all have more in common as digital issues and innovations impact consumers, marketing and media across borders.”

The IFABC General Assembly convenes the membership of 28 media audit bureaux from around the world every other year. IFABC delegates identified three of the most critical issues surrounding global media assurance: digital advertising fraud, accountability in digital out-of-home advertising and the need for global collaboration and standards.

The IFABC reviewed services from individual audit organizations to solve these issues, which include:

Implementing Solutions to Fight Digital Advertising Fraud
With digital advertising fraud costing global marketers tens of billions of dollars each year, many audit organizations are implementing new solutions to address this concern in their markets.

ABC UK, for example, audits against JICWEBS standards in brand safety, fraud and viewability. ACPM France also verifies publishers for brand safety, fraud and viewability. BRAT Romania has designed a data management platform for 200 publisher websites to help advertisers run campaigns in a safe, clean online environment. AAM in the U.S. has been developing AAM Quality Certification, which is a comprehensive digital publisher audit that gives marketers assurance that ads are served to human audiences on legitimate sites.

IFABC members also heard updates from the leaders of adjacent industry organizations, including George Ivie, CEO and executive director of the Media Rating Council; Richard Foan, executive director of JICWEBS; and Stephan Loerke, CEO of the World Federation of Advertisers.

“As a lack of transparency threatens to divide the marketing ecosystem, there needs to be a source of collaboration and unity,” Loerke explained. “IFABC members are well positioned to be that source. These organizations bring transparency and clarity to areas of the media ecosystem that are often opaque through independent third-party audits.”

Advancing Audit Assurance in Digital Out-of-Home Advertising
Several audit organizations are implementing audit solutions for out-of-home media as investment continues to grow. Romania, Spain, France and Brazil are each verifying out-of-home campaigns to provide marketers with additional assurance in this emerging field. In the U.S., AAM is auditing cross-media healthcare campaigns in the point-of-care market.

Differentiating Quality Publishers Around the World Through a Global Certified Media List
IFABC members are developing a database of information about the media titles that are audited by participating organizations. This interactive information resource is being designed for advertisers and advertising agencies to understand which media properties are audited globally.

Need for Global Collaboration
With digital issues persisting, and marketers continuing to be challenged by the lack of transparency in the ad trading ecosystem, the audit organizations recognize the collective importance of collaboration to connect marketers with quality publishers worldwide.

“As media channels evolve and connect audiences around the globe, the roles of the IFABC and each bureau as an independent media auditor become even more important,” said Tom Drouillard, CEO of the Alliance for Audited Media and IFABC secretariat. “The trends in individual markets demonstrate that the issues of accountability and transparency reach across borders, and there is a real opportunity for us to work together to provide media assurance for publishers and buyers globally.”

IFABC Elects Executive Board
Pedro Silva, CEO of IVC Brazil, was reelected IFABC president for the 2018-2020 term. Hormuzd Masani, CEO of ABC India, was reelected treasurer, and Tom Drouillard, CEO of AAM in the U.S., was reelected secretariat. The IFABC also elected the executive board and regional presidents to two-year terms:
• Arina Ureche, BRAT Romania
• Iwona Szczesna, ABC Poland
• Simon Redlich, ABC UK
• Josanne Ryan, AMAA Australia (Asia-Pacific regional president)
• Jean-Paul Dietsch, ACPM France (Europe regional president)
• Manuel Sala, OJD Spain (Iberoamerican regional president)

The Alliance for Audited Media hosted the IFABC’s biannual meeting, “Innovation 2018: Advancing Global Media Assurance,” on Nov. 13-15, 2018 in San Francisco, Calif. The 29th IFABC General Assembly will be held in Vienna by Österreichische Gemeinschäft zur Festsellung (OAK) Austria in 2020.


About the IFABC
The International Federation of Audit Bureaux of Certification (IFABC) is a voluntary federation of industry-sponsored organisations that have been established in nations throughout the world. IFABC members have a common commitment to the accurate and transparent reporting of comparable print and new media performance data. Its aim is to work with national and international organisations in any way that constructively supports the work of its members. The Federation seeks to encourage and facilitate the exchange of experience and best practice between member organisations, and is committed to working towards a greater standardisation and uniformity in the reporting of circulations and other data. For more information, visit

OJD Spain launches OJD Outdoor

OJD Spain has recently launched OJD Outdoor, a pioneering service for certifying outdoor advertising results.

OJD Outdoor audits OOH and DOOH campaigns in two different ways.

The service audits the inventory used for campaigns and campaigns’ execution, duration and efficiency. The aim of this service is to guarantee transparency and trust in the advertising industry.

The presentation of this pioneering service in Spain took place in a media forum organized by the Spanish Advertisers Association on March 20, 2018.

“OJD Outdoor is a completely new service in Spain and through it, we want to offer reliance and transparency to advertisers on their outdoor campaigns”, explains Manuel Sala, CEO of OJD Spain.

The first client to join this new service is Clear Channel, one of the world's largest outdoor media companies. Moreover, the first campaign audited was for Fanta Zero, the soft-drink brand owned by the Coca-Cola European Partners company.


OJD Spain launches OJD Events, the new service to audit event attendance and results

The new service audits any kind of event attendance and results, based on the information collected in the three event stages: pre-event, event day, and post-event.

The first event certification was for Beon Worldwide, one of the largest Spanish events agencies. The event that was certified it’s “XI edition Cinco Días Innovation Prizes, for PRISA Noticias (the leading press media company in Spain). The event took place on July 5th, 2018 in Madrid.

OJD Events certification is performed in three stages:

• Pre-event: During this stage, the call and registration process for the event is verified. It includes online registration system, newsletter for the event announcement results, online advertising campaigns in media and other marketing actions.

• Event Day: This stage looks at the activity during the event. It certifies the attendance and attendees’ profile by analyzing the data collected through registration or ticket sales and daily attendance such as entries, time spent for attendees at the event’s locations, etc…

• Post-event: Refers to the audit of the event’s media impact and is focused on certifying the total value of the media clipping according to market standards.

The aim of this service is to provide transparency and trust of events and creating new certification standards, for the benefit of sponsors.

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