Including digital dues in print MRV process violates IAMAI agreement: AAAI to INS

The Advertising Agencies Association of India has responded to a notice served by the Indian Newspaper Society about including digital billing as part of the Monthly Review Verification (MRV) process. The AAAI General Secretary Sudesh Kapoor wrote that it is already bound by its commitment to Internet and Mobile Association of India (IAMAI) and agreeing to INS would be a violation of that agreement.

Kapoor noted that IAMAI already had its digital billing process which codifies the business terms and working between the publisher members of IAMAI and the agencies. He said, “Digital media is very different from print media with its own unique ecosystem, buy and sell types, evaluation mechanisms, and fulfilment procedures.

The agreement has been place since 2009 and includes members of the INS like ABP Networks, Amar Ujala, HT Media, Living Media, Malayala Manorama, Mathrubhumi, Times Group, and Indian Express.

Kapoor has requested INS to withdraw the circular which was sent to the association on March 13, 2021.