The Alliance for Audited Media (AAM) has announced that La Presse+ is the first Canadian tablet edition to have its systems, processes and metrics for serving and measuring ads certified by the company.

“We wanted to have a certification to work with the AAM and find out what is important to them,” says Simon Jennings, president, LaPresse group sales, Toronto. “When we first launched, the agencies were quite vocal about wanting to have measurement to back the numbers up. Because we have built everything on our own there wasn’t a third-party audit.”

AAM’s certification of La Presse+ focuses on the advertising metric tools designed, developed and integrated into the app for iOS and Android, including the Localytics software used to track reader activity, and ad impressions from AdGear. It also validates the ad impressions served through the app.

Latest results from the La Presse+ app show a daily average readership of 160,000 editions daily, with an average consumption time of 44 minutes on weekdays. On the weekend that number jumps to 73 minutes on Saturdays and 50 minutes on Sundays. Overall 12,000 ads have run on the tablet edition since its first edition in April 2013.

Jennings says somewhere between 35 and 40% of La Presse’s advertising revenue is now coming from La Presse+, noting the plan is still in place to drop the print product entirely. No timeline is in place for that shift.

Correction: This article previously stated that the Toronto Star‘s upcoming tablet launch would be included as part of the AAM certification, but it was not part of the scope of the audit. We regret the error.