Media auditing is a highly complex process and the necessity of auditors as a vital tool in the advertising expenditure, compliance and performance area has never been more important and their role as trusted partners more valued. In a challenging economic environment, every dollar has to work even harder than it did before. Research shows that media auditing plays a key role in placement quality, pricing and assessment of marketing programs. Regular audits can build an even greater confidence in 'ROI' figures.

Monitored and reported compliance on advertising placements since 1995 revealed over 23% of them as non compliant to client specifications. Media Auditors occupy the middle ground between advertisers and agencies. Marketing must use them to get a bigger media 'bang for the buck'.