AAM in Action: Expanding Data and Assurance to Advance Media Transparency

By Rich Murphy, CEO

As we progress through 2025, I want to thank our members for their continued engagement and partnership. Your input drives AAM’s evolution, and we’ve started the year strong with the launch of two important initiatives: AAM Media Signal Select, a tool that helps buyers identify publishers that meet key digital benchmarks and AAM’s Ethical AI Certification, a program that verifies responsible AI implementation in media.

These new offerings underscore AAM’s commitment to fostering a media ecosystem built on trust, transparency and accountability. They’re also just the beginning of what we’re building together.

Elevating AAM Data and Verified Publishers

Media buyers have shared that they value AAM’s timely data and the Media Intelligence Center but would like to see more publishers and data included to streamline their planning and buying processes in one source. That’s why we’re focused on enhancing the tools and data available in AAM’s database to provide greater exposure to verified publishers and deliver up-to-date information that helps buyers make more informed media decisions.

We have several initiatives in the works:

• Launching automated programs to incorporate web, app and social media data with no additional cost or effort from publishers
  
  
• Introducing a new enterprise audit approach to verify publishers at the corporate level and deliver consistent, transparent reporting across entire media portfolios
  
  
• Providing impartial insights into digital inventory
  
  
• Partnering with agencies and industry associations to share the value of audited media

We’re also making it easier for publishers to showcase their data. In the coming months, every publisher will receive a complimentary AAM cross-media brand profile that automatically includes topline data for all reported channels. These profiles offer a comprehensive snapshot of audience reach and are easily shareable via a custom link. Publishers can further enhance their profile by adding media kits, images, videos, messaging and more.

Bringing Clarity to News Media Digital Reporting

As the marketplace continues to shift to digital-first media buying, there is a disconnect between the digital products publishers are selling and the way they’re reported on AAM statements. We’re working with members to modernize AAM’s news media digital reporting format with a new approach that includes:

• Aligning AAM’s reporting with generally accepted digital media terminology (e.g., “desktop,” “mobile,” “app” replacing legacy terms like “nonreplica”)
  
  
• A format that reflects how digital subscriptions are bundled and sold
  
  
• A more intuitive breakdown of digital and print categories to help buyers better evaluate quality, consistency and reach

These changes will offer publishers a more accurate way to tell their total audience story and provide buyers with data that better supports their investment decisions. Look for more information and the opportunity to give feedback as these changes progress over the next few months.

Welcoming New Board Leadership

Finally, I’d like to congratulate Brenda White of Publicis Media, who was elected as chair of AAM’s Board of Directors at our April meeting. Brenda brings extensive experience in media investment, a strategic perspective and deep industry knowledge to the role. We’re excited to have her as our new chair.

We have more innovation ahead in the coming months including expanded tools, educational resources and new ways to spotlight verified media.

As always, thank you for your continued support and feedback. I encourage AAM clients to consider participating in AAM’s working groups to lend your voice to these emerging industry initiatives.