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Mike Lotito was president and COO of Initiative Media North America when unbundling took off. As Mediaport CEO, he had a central role in another topical issue: creating electronic buying standards. Now he is back in front of yet another trend in U.S. media: auditing.
Lotito, 42, has opened Media IQ, a media-auditing firm that hopes its emphasis on strategy will differentiate it from a growing number of U.S. audit companies, which are generally hired to uncover cost savings from media spending.
“We’re a strategic auditor, not a financial auditor, so we’re not about verification or making sure the bills are paid,” said Lotito.
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