From the CEO: Media Assurance to Help Buyers Buy and Sellers Sell

Tom Drouillard reviews several key initiatives and explains how they help AAM fulfill its mission.
Tom Drouillard, CEO, President and Managing Director
October 5, 2017

Tom Drouillard, CEO, President and Managing Director, AAMBoard chairman Ted Boyd and I recently hosted AAM’s annual business meeting where we had the opportunity to update clients on director elections, financials and strategic initiatives. I also wanted to share some of this information with those of you who may not have been able to attend the meeting.

The key message of this year’s annual business meeting echoed AAM’s guiding mission: providing media assurance to help buyers buy and sellers sell with confidence. We aim to fulfill our mission with five strategic directives that are all focused on providing our clients with the best services:

Expand Information Services

In the last few years, this has been an area of intense focus for AAM. We introduced programs like AAM All Access, which gave all our clients unlimited access to the Media Intelligence Center and its suite of analysis tools.

This year, we continued expanding our information services by introducing AAM Brand View, a new way for publishing clients to showcase themselves in the Media Intelligence Center by adding graphics, descriptors and ad sales information alongside verified media data. To date, nearly 150 media properties are using Brand View to differentiate themselves from the competition and empower their sales teams.

And we continue to work hard at distributing publisher data throughout the media ecosystem by partnering with other organizations like Kantar Media SRDS and Nielsen, sending data straight to agencies with customized data feeds that integrate with their proprietary systems, and maximizing the reach of our own Media Intelligence Center with training initiatives and product enhancements.

Increase Awareness

This year, we focused on building strong relationships with clients and industry associations to increase awareness of the value of audited media. We attended and sponsored several industry events, authored numerous Q&As featuring industry leaders, co-hosted industry webinars and training events, and provided customized information services and presentations to anyone who raised their hand.

Collaborate

Our efforts to increase awareness flow seamlessly into collaboration, which is at the heart of AAM, who we are and what we stand for. This year saw us working with the ANA to develop Quality Certification, a new audit service that will help minimize digital ad fraud. We also worked closely with the NMA to promote the value of cross-media reporting and assisted TAG with industry training efforts, just to name a few.

Of course, our biggest source of industry collaboration continues to be with the members of our board of directors and advisory committees. These individuals provide countless hours of support, expertise and feedback. Without them, AAM would not exist and I want to thank them for their ongoing support and participation.

Increase Digital Assurance

As I mentioned, one of our largest initiatives this year was developing a new audit program to combat digital ad fraud. Quality Certification is unlike any solution in the market. A three-step approach of review, verify and monitor differentiates quality publishers and provides marketers digital assurance from a not-for-profit organization. We’re currently in best test mode with several volunteer clients and expect to announce the first certified publishers in the coming months.

Sharpen AAM Structure

Just like our clients, we’re constantly seeking new ways to streamline our business, deliver better customer service and develop new solutions to meet market demand. This year, we focused on enhancing several of the information systems we use to conduct day-to-day business and the changes have allowed us to focus more on clients and innovation.

Some of these initiatives are small—a webinar for 50 people or a one-on-one sales demonstration to explain how a new product may meet a business need—while others, like a new digital audit service or integrated data feeds, are broader and have a stronger correlation with business results. Regardless of the size of a project, outreach or message, our goal remains the same: to serve you, our clients, by providing the assurance you need to buy and sell media with confidence. It’s a simple statement that is acted upon in many ways every day by the people who believe in the value of trust: our employees, our board of directors and our clients. Thank you for being one of those people.