A survey of top marketers and media buyers shows that there is a gap in communication about the value of audited media between advertisers and publishing executives because — the Alliance for Audited Media says — audits are assumed. The participating executives collectively represent more than 100 brands and nearly $11 billion in print media spending.
"At a time when there is so much uncertainty, audits provide a level of fundamental control with third-party assurance and transparency," the report says. "Audits build trust, and trust makes a difference for buyers and sellers alike."
The report, "5 Reasons Why Buyers Choose and Use Audited Media," also looks at how buyers can use audits to make informed decisions and how publishers can leverage audits to stand out in a competitive media market.