The boards for both the AAM and BPA Worldwide unanimously approved the merger, which is aimed at helping the organisation become more innovative with its products.

The combined organisation will seek to create a suite of services to increase transparency and accountability in media, differentiate high-quality media outlets and service providers, and allow buyers to choose quality and maximise return on media investments.

Pending member and regulatory approval, the merger is expected to be completed in spring 2023, with AAM’s chief executive and managing director, Tom Drouillard, becoming chief executive officer (CEO) at the new organisation, and BPA’s CEO, Rich Murphy, being named president.

Chris Black, senior vice-president, global lead at Zenith and chairman at the AAM, said: “Demand for increased digital advertising assurance is a driving force in bringing AAM and BPA together.

“Combining our expertise will be a catalyst for more transparency, better services and increased confidence across the industry.”

David Adelman, founder and chief executive at OCD Media and chairman at BPA Worldwide, said: “BPA and AAM share a common vision to help buyers buy better and quality sellers sell more.

“Together, we will do this across channels — websites, newsletters, events, print, out-of-home, podcasts and ad tech — and across compliance areas such as advertising, editorial, privacy and sustainability.”