AAM Board Supports Initiatives to Increase Media Assurance Across Channels

Jan 31, 2017


At its latest meeting the Alliance for Audited Media (AAM) board of directors supported a number of initiatives focused on increasing trust and transparency between publishers and advertisers who want to reach quality audiences with high-quality content. The board discussed how to uphold this mission and supported the following actions for AAM’s publisher and buyer clients.

AAM is working with industry groups including the News Media Alliance (NMA) and AAM’s Newspaper Buyers’ Advisory Committee to advance how AAM-audited U.S. newspaper data is distributed to the marketplace. Key components of this initiative include creating an abbreviated newspaper audit report and expanding AAM’s news media client base, two ongoing developments that are expected to be discussed at AAM’s board meetings later this year.

Another foundational part of the initiative is AAM Brand View, a new interface that enables news media companies to show all their verified offerings—print, websites, apps, newsletters, events—to their advertisers and to more than 3,200 active users of AAM’s Media Intelligence Center database. Starting with the June 2017-ending quarter, U.S. newspapers will be encouraged to create an AAM Brand View profile, available to all AAM newspaper clients at no additional cost, and will no longer be required to publish annual Consolidated Media Reports. The move is part of a larger strategy from AAM and the NMA to help newspapers meet buyer demand for more frequent, verified newspaper data that has been in the works since 2015 when newspapers began reporting all circulation data quarterly.

When the delivery of digital magazine issues are sponsored by third-party companies, magazine publishers may report the copies as “digital sponsored” subscriptions or single-copy sales on AAM reports. The AAM board approved a change that applies to only U.S. magazine publishers, which will require them to prove that the issue was delivered and opened by the consumer, starting with July 2017 issues.

In connection with this change, AAM recently certified ValueMags—a platform that fulfills digital sponsored magazine subscriptions—to ensure the platform tracks “unique opens” in a way that is consistent with industry guidelines and best practices as well as AAM magazine reporting criteria. The certification helps fast-track AAM audits for magazines that use ValueMags to deliver their sponsored issues.

Aditionally, AAM is working with industry organizations to educate publishers and marketers on the implications of Canadian Anti-Spam Legislation (CASL), a new set of laws that govern how businesses obtain consent to send commercial electronic messages to Canadian consumers. Businesses that communicate with Canadian consumers are at risk of fines of up to $10 million if they are found to be noncompliant. Before CASL is set to become fully effective on July 1, 2017, AAM will provide updates and educational materials to help ensure publishers, advertisers and vendors are CASL compliant.