What does 3m3a do? 3m3a is a specialist media measurement consultancy that provides auditing, strategic advisory and system development services across television, radio, online, out-of-home and readership platforms. We ensure the transparency, reliability and compliance of audience measurement systems worldwide.

Why is media measurement auditing important? Auditing is the foundation of a trustworthy media measurement system. It builds transparency, verifies accuracy and instils confidence among stakeholders. A baseline audit also aligns systems with global standards and prepares them for regulatory compliance, including new requirements such as the EU EMFA Article 24.

In which countries does 3m3a operate? 3m3a has conducted media measurement projects in over 20 countries, with work spanning Europe, the Middle East, Africa, South America and Asia. Our global experience allows us to adapt international best practices to meet local market needs.

What types of audits does 3m3a offer?

We offer end-to-end media measurement audits, including:

• System audits (inputs, algorithms, outputs)

• Fieldwork verification and equipment checks

• Ongoing performance monitoring

• Metadata classification audits

• Campaign efficiency audits for advertisers

Does 3m3a assist with procurement and system setup? Yes. We manage the full procurement lifecycle, including stakeholder alignment, RFP development, contract negotiation and KPI oversight. We also design measurement systems and help set up governance structures like Joint Industry Committees (JICs) or Media Owner Councils (MOCs).

How does 3m3a ensure compliance with EU EMFA Article 24? We help measurement providers align with the EU’s Media Freedom Act (EMFA), particularly Article 24, by auditing systems for impartiality, transparency, inclusiveness, comparability and verifiability. We also provide independent, annual audit services to meet EMFA’s regulatory requirements.

What is metadata auditing? Metadata auditing ensures that programme and advertisement classifications within measurement software are accurate and consistent. We partner with global content classification experts to verify that metadata meets agreed standards, improving reliability for planning and reporting.

Who are some of 3m3a’s partners? We have collaborated with global vendors including Kantar, Nielsen and Ipsos, and have worked with media owners, agencies and oversight bodies to develop credible measurement systems that stand up to scrutiny.

What makes 3m3a different? Our unique advantage lies in our global perspective, practical experience and ability to customise solutions. We balance international expertise with local insight and provide tailored support at every stage—from audits and fieldwork to system design and strategic oversight.

What industries and stakeholders benefit from working with 3m3a? Our services benefit media owners, regulators, advertisers, agencies, joint industry committees and any stakeholders involved in the planning, delivery or governance of audience measurement systems.