The Canadian Out-of-Home Measurement Bureau (COMB) has audited data used by its out-of-home (OOH) company members in major markets across the country and found 99 per cent of their values match COMB-approved figures.

The organization conducted more than 38,000 audits between January and May 2016, which checked information used by Adapt Media, Astral OOH, Canadian Digital Network (CDN), Clear Channel Outdoor Canada, Dynamic Outdoor, Newad, Outfront Media Canada, Pattison Outdoor Advertising, Quebecor Media OOH, RCC Media and Rouge Media Group.

“These audits are a validation of the audiences we are buying for our clients and ensuring their campaigns deliver,”says Kristine Lyrette, president of ZenithOptimedia and a COMB director.