BPA has merged print and digital ad-tracking capabilities through a partnership with Inquiry Management Systems.

The service is set up for media buyers, who can access a single interface to monitor online ad performance and verify placement. The inerface combines BPA’s Ad ICompli, which lets buyers track online ad placements, and IMS’s PoP platform, which helps buyers manage tearsheets.

"We believe a single point of access will bring greater efficiency to the campaign monitoring process," says Peter Black, BPA’s senior vice president, business development.

BPA’s iCompli division was launched in the spring of 2012, expanding the auditing firm’s services to third parties outside of the print channel. Its Ad Icompli service essentially verifies online ads are running where they’re supposed to be and that they’re compliant to a specific media plan.