4A's Takes 'No Tolerance' Stand on Verification

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Under pressure from clients to hold them accountable for return on investment, agencies last week launched an industrywide program to put ad schedules in line with what advertisers are billed for.

Addressing the annual American Association of Advertising Agencies media conference here, Renetta McCann, CEO of Starcom North America and chairman of the 4A’s media policy committee, said accounting firm Ernst & Young will be retained to audit the procedure by which media outlets document that billing matches what was supposed to be aired or published.

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