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COMB introduces new auditing system

The Toronto-based Canadian Out-of-Home Measurement Bureau has introduced a new auditing process intended to synchronize trading data between its systems and those of its member companies. The system, developed by The Siroky Group, will issue 60,000 audit requests in its first year to verify circulation, population and in-market percentage values. Out-of-home companies will be required to comply with the audit as a condition of COMB membership.

"COMB has invested tremendous resources to build a system that ensures OOH sellers deliver their campaigns with the highest level of accountability," said Julie Myers, chair of the board at the bureau. "This represents a new standard for other media to follow and, I would espouse, a competitive edge for COMB members."

The Canadian Out-of-Home Measurement Bureau sets the industry standard for the measurement of out-of-home advertising audiences nationally. It publishes circulation and market data for approximately 80,000 advertising faces in 280 markets.

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