Last week the IPA (the U.K. ad agency trade body) and ISBA (the U.K. advertiser body) unveiled a joint initiative to highlight the need for accountable, transparent media audience data specifically within online media forms. Called "A Matter of Fact" and prepared for the two trade bodies by Richard Marks, one of best independent media research consultants out there, the initiative makes the case for industry standards, upheld by independent auditing and managed through the Joint Industry Committee (JIC) structure well-established here and common in virtually all major ad markets except for the U.S.
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