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We’ve independently audited the following client and are pleased to issue them the use of the ABC logo, the industry’s stamp of trust.
Client: Barb / CFlight
CFlight is the UK's first unified TV advertising metric that captures the vast majority of live, time-shifted and on-demand commercial impacts and impressions across all viewing platforms. CFlight enables TV and AV buyers to see the total reach and frequency of their campaigns across all forms of TV.
Objective:
Barb CFlight engaged us to independently assess the methodologies applied to the implementation by individual broadcasters of their adserver’s input & output (for non-linear viewing) feeding into the TechEdge system.
Given there are 6 Broadcaster systems, with the potential for a varied technical approach by each system, this objective was designed to ensure the data feeding into the TechEdge system is compliant and consistent, with correct data logging and filtering at source.
Outcome:
We provided detailed private reports to the following CFlight broadcasters, with analysis of findings, work carried out and agreed recommendations:
- Channel 4 (including UKTV)
- Sky
- ITV
Based on the work conducted and evidence reviewed, in our opinion, at the time of our audit, there were sufficient processes and controls in place for each of the broadcasters to ensure consistent production of ad server output (i.e. the ‘Universe’ and ‘Response’ files) in line with the specification documentation supplied by CFlight and RSMB.
Our reports were issued:
- Channel 4 (including UKTV) – November 2022
- Sky – March 2023
- ITV – September 2023
Limitations:
Anything further than the adserver input/output – the reach analysis process for example – is out of scope.
The following are anticipated to be low risk and therefore also out of scope:
- Ad fraud, as this is a closed system and the risk of robotic traffic is considered to be low.
- Viewability (% of ad in view/in focus). This is only a potential issue on desktops, which make up a small proportion of ad impressions.
CFlight’s data methodology and process is being audited by ABC, giving media buyers the reassurance of independent and expert scrutiny, and to provide the benefit of ongoing advice and robust quality control. - Luca Vannini, Head of Campaign Audiences, Barb Ltd
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