OJD Introl

What OJD Introl does

OJD Introl (Oficina de Justificación de la Difusión), founded in 1964 and headquartered in Madrid, is Spain's recognized third-party media audit bureau. The company certifies circulation, distribution, and audience metrics for print and digital media, serving media publishers, advertising agencies, and advertisers through a tripartite member-owned governance structure that spans the Spanish media value chain. Its core products include OJD (print circulation audits), OJDinteractiva (digital traffic audits covering 560+ online outlets), OJD Sampling (launched 2023), OJD Eventos (event impact audits launched 2018), and OJD Exterior (digital outdoor audits via the Clear Channel partnership launched 2018). Underlying technology centers on the Traffic Monitor web analytics platform and proprietary measurement methodologies that track approximately 1,000 media outlets, 17.7M+ daily users, and 500K+ digital subscribers as of Q1 2023.

OJD generates revenue primarily through recurring subscription contracts with media publishers for ongoing audit certification, supplemented by project-based fees from advertisers, agencies, and government clients for bespoke measurement work. The company's customers include Spain's leading national publishers (El País, La Vanguardia, eldiario.es, 20minutos, HOLA! Madrid) alongside an expanding base in adjacent verticals: government communications (Región de Murcia, Castilla y León), consumer brands (Ricola, Simpling), and entertainment venues (Movistar Arena Madrid). The firm operates with 11–50 employees, holds IFABC membership, and aligned with IAB Spain measurement standards — giving it quasi-official status as the default audit body in the Spanish market. In 2024, OJD marked its 60th anniversary and saw its Director General Manuel Sala elected IFABC President, reinforcing its international standards influence while Roberto Bodegas prepares to take over as President in January 2025.

Name

OJD Introl

Legal name

INFORMACIÓN Y CONTROL DE PUBLICACIONES, S.A.

Website

https://ojd.es

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

OJD Introl is Spain's tripartite member-owned media audit bureau, founded in 1964, that certifies circulation and audience metrics for roughly 1,000 print and digital media outlets, serving publishers, agencies, advertisers, government, and consumer brands.

Ownership category

akta.pro rank

Product category

Media Audit & Certification

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI)

Keywords

• Media audit services
• Circulation certification
• Audience measurement
• Advertising verification
• Media auditing bureau

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Subscription Data Services: OJD provides subscription-based access to its certified circulation and audience data through online query modules. Clients can access detailed figures, historical data, geographic segmentation, and export reports to Microsoft Excel.
2. Certification and Auditing Services: The company charges for auditing and certification services for media circulation, digital campaigns, sampling campaigns, events, and other promotional activities. Services include audit reports, certifications, and verification services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

OJD Introl is a Spanish independent media auditing bureau that certifies the circulation, distribution, and audience data of print and digital media publications. It also audits advertising campaigns (online, outdoor, institutional), product sampling campaigns, events, digital subscriptions, affiliate networks, and newsletters for media companies, advertisers, agencies, and government bodies.

Product overview

OJD (Oficina de Justificación de la Difusión) / Información y Control de Publicaciones S.A. is a Spanish media auditing organization providing certification and audit services for print and digital media. The company operates through two main divisions: OJD/PGD for printed media (newspapers, magazines, professional publications, and free distribution publications) and OJDinteractiva for digital media (websites, online advertising, email databases, digital signage). The portfolio includes core audit services for circulation certification, supplemented by specialized add-on modules including monthly data advances, online consultation tools, SMS alerts, automatic data webservices, advertising campaign audits, newsletter certification, affiliate network audits, sector studies, event auditing (OJD Eventos), outdoor advertising auditing (OJD Exterior), sampling audits, digital subscription certifications, and institutional advertising evaluation services. The company also offers dashboards and consulting services for SEO/SEM and web analytics. OJD has operated for over 60 years and serves as the primary auditor for the Spanish advertising market, providing transparency and certified data to advertisers, agencies, and media publishers.

Differentiator

Problem solved

Functional benefit

Products and services

• Print Media Audit (OJD / PGD) Independent certification of circulation and distribution data for printed newspapers, magazines, professional publications, and free distribution publications (PGD). Provides transparency to the advertising market for media sellers and buyers.
• Digital Media Audit (OJDinteractiva) Audits web traffic of online media outlets in Spain using standardized measurement tools, providing certified audience data for digital publishers, advertisers, and agencies.
• Digital Publications Audit Certifies the circulation of publications distributed on digital platforms such as tablets and smartphones, providing advertisers with verified diffusion figures for advertising planning.
• Digital Subscriptions Audit Verifies paid digital subscription databases for online publishers, including accounting aspects such as contracts, revenues, collections, and tax settlements. First certifications in 2024 covered El País, La Vanguardia, and eldiario.es.
• OJD Exterior (Digital Outdoor Advertising Audit) Pioneering service in Spain for auditing digital outdoor (DOOH) advertising campaigns, including audit of inventory used and certification of execution, duration, and efficiency. First agreement signed with Clear Channel in 2018.
• OJD Eventos (Event Auditing) Audits results of any type of event based on data collected throughout all phases, including attendance, reach, and economic impact. Used by entertainment venues and event organizers.
• OJD Sampling Audit Audits product sampling campaigns by verifying number of products delivered, delivery points, effectiveness, and return on investment. First audited campaign was Ricola via Simpling.pro with over 3.19 million samples verified.
• Ex Post Institutional Advertising Evaluation Independent ex post evaluation of institutional advertising campaigns of public administrations, analyzing campaign segmentation, results, and cost efficiency to demonstrate accountability of public advertising spending. Used by autonomous communities such as Región de Murcia and Junta de Castilla y León.
• OJD Compliant (Meter Certification) Certification service for measurement devices and meters, ensuring compliance with OJD standards for audience measurement in Spain.
• Outdoor Advertising Inventory Map (Mapa de Soportes) Interactive geolocated map of outdoor advertising inventory in Spain, jointly developed with LA FEDE-AEPE, covering 120,208 emplacements with data on device types and typologies.
• Advertising Campaign Audit Independent audit verifying whether media supports execute online advertising campaigns according to advertiser guidelines, ensuring campaign delivery and compliance.
• Affiliate Network Audit Audit service for affiliate networks that ensures financial settlements to media supports are processed correctly through periodic examination.
• Email Database Certification Certifies email database quality by verifying acquisition and maintenance of email addresses in compliance with current legislation for email-based advertising.
• Newsletter Certification Certification service for newsletters as an email-based advertising medium, validating basic statistics on sends, receptions, and openings.
• Digital Signage Audit Certifies digital signage networks (outdoor digital, 4th screen) that use screen arrays to deliver content and advertising outside the home. Standards approved by IAB Spain.

Quantifiable outcome

• El País digital subscriptions grew 7.08% following certification
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Región de MurciacoreOthers · 1 December 2024Second Spanish autonomous community to engage OJD for ex post evaluation of institutional advertising campaigns. Previous work done for Junta de Castilla y León analyzing 114 campaigns worth €13.6 million in 2023.
• IFABCcoreStrategic or Co-development Partner · 1 October 2024OJD is a founding member of the International Federation of Audit Bureaux of Certifications since 1965. IFABC includes 22 audit bureaus from 23 countries with over 15,000 audited media worldwide. OJD's Manuel Sala was elected President in October 2024.
• Junta de Castilla y LeóncoreOthers · 1 October 2024First Spanish autonomous community to engage OJD for institutional advertising evaluation. OJD analyzed 114 campaigns worth €13.6 million in 2023, report available on Transparency Portal.
• RicolacoreStrategic or Co-development Partner · 1 January 2024First sampling campaign audited by OJD in collaboration with Simpling.pro. 3.19 million samples verified across 1,367 locations in Spain for 2024.
• Simpling.procoreStrategic or Co-development Partner · 1 October 2023Leading sampling platform in Spain with clients including Mahou, L'Oréal, Danone. First company audited by OJD for sampling campaigns. Over 3.19 million samples verified for Ricola campaign.
• La FEDE-AEPEcoreStrategic or Co-development Partner · 1 November 2021Association of Outdoor Advertising Companies. Jointly developed first geolocated map of outdoor advertising supports in Spain showing 120,208 emplacements. Participating companies include Alpha Publicidad Exterior, Clece OOH, Clear Channel España, JCDecaux España, and others.
• Clear ChannelflagshipTechnology or Integration · 1 April 2018First agreement for auditing digital outdoor campaigns. Clear Channel is one of the main digital out-of-home (DOOH) exclusivists globally. OJD developed mobile app for capturing screens with geolocation for campaign certification.
• IAB SpaincoreStrategic or Co-development PartnerStandards and measurement norms for digital signage approved by IAB Spain. OJD certifications follow sector standards and accepted practices for audience measurement.

Scale indicators17 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Alliance for Audited Media (AAM): North American non-profit audit bureau certifying newspaper, magazine, digital, and B2B publication circulation. Direct peer operating the same model as OJD — independent media measurement under multi-stakeholder governance.
• ACPM (Alliance pour les Chiffres de la Presse et des Médias): French media audit bureau certifying press circulation and digital audience data. Sister organization to OJD within IFABC, performing identical media circulation and audience audit services in France — most directly comparable European peer.
• ABC (Audit Bureau of Circulations) UK: UK media audit organization certifying print and digital circulation across newspapers, magazines, and digital publishers. Direct peer — one of the four oldest audit bureaus in Europe alongside OJD, operating identical verification services under the same tripartite model.
• IVW (Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern): German media audit bureau providing circulation and digital reach measurement for advertising transactions. Sister IFABC member offering the same tripartite-owned independent media verification services in Germany — directly comparable model and scope.
• BPA Worldwide: US-based media audit bureau providing audited circulation, audience, and event data for publishers and advertisers. Direct peer to OJD — same business model of third-party media verification under a tripartite ownership structure, serving as the US equivalent.

Broad incumbents

• Comscore: US-based global digital media measurement company providing cross-platform audience analytics, campaign ratings, and consumer behavior data. Broader incumbent in media measurement — competes with OJDinteractiva in digital audience verification but operates at much larger scale with broader analytics portfolio.
• Nielsen: Global measurement and data analytics company providing audience ratings, media planning, and consumer intelligence across TV, digital, and out-of-home. Broad incumbent operating across the same media measurement category as OJD but at vastly larger scale and broader scope.
• GfK (Growth from Knowledge): German-based global market research and consumer intelligence company providing media audience measurement and consumer behavior analytics. Broader incumbent operating in adjacent media measurement and market research categories with significantly greater scale than OJD.
• Kantar Media: Global media measurement and analytics division providing audience measurement, advertising intelligence, and media evaluation services. Broader incumbent in the same media measurement space as OJD, serving multinational advertisers and media owners across markets OJD cannot reach.

Emerging players

• Similarweb: Digital market intelligence platform providing website traffic, app engagement, and audience analytics. Emerging competitor to OJDinteractiva in digital audience measurement — offers scalable, tech-driven measurement that could pressure traditional certified audit models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Ojd_es

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OJD Introl