IPA Supports Shutdown of Accenture's Media Auditing Arm

The IPA has welcomed the news that Accenture is to close its media auditing business, as announced this week (3rd February 2020).

Says IPA director general Paul Bainsfair: “We are pleased that Accenture is to disband this side of their business. We did inform them in 2018 that carrying out performance audits of media agencies whilst simultaneously competing with them to provide programmatic ad services to clients, seemed to present a clear conflict of interest and loss of impartiality  

“While this latest development is positive, the problem of media auditing best practice is not confined to Accenture. We think this might be a good opportunity to revisit the introduction of a Media Auditor Code of Conduct.”