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With accountability now a front-burner issue in almost every industry, media buyers’ attempts to improve verification have taken on a new urgency. More are now looking to independent firms to ensure that media buys run where and when they are supposed to.
In the past two weeks, Publicis Groupe’s MediaVest and Omnicom’s PHD have signed up for software marketer AudioAudit’s AdVantage Technology Platform, which allows buyers to track broadcast schedules within 24 hours of spots’ airing.
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