COMB releases state-of-the-art Audit technology


COMB (Canadian Out-of-Home Measurement Bureau) has launched
a state-of-the-art process to synchronize all trading data between its systems
and those of its OOH company members. 
COMB will issue 60,000 audit requests to its
members in its first year of the program. The audits will verify that
circulation, population and in-market percent values, used to calculate
campaign impressions and reach-frequency, match COMB-approved figures.

As a condition of COMB membership, OOH companies
must comply with the COMB Audit and the timely correction of data errors.
The audit software was built by The Siroky Group and
includes a highly efficient synchronization process that instantly identifies
anomalies for quick investigation and correction. 
COMB’s Chair of the Board, Julie Myers, explains: “COMB has invested tremendous resources to
build a system that ensures OOH sellers deliver their campaigns with the
highest level of accountability. This represents a new standard for other media
to follow and, I would espouse, a competitive edge for COMB members.”
Media Mayor Inc.
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