Veridooh Launches Independent Verification Solution For Programmatic DOOH
Veridooh, a Sydney-based ad tech startup, has launched an independent verification solution for programmatic digital out-of-home advertising (DOOH).
Veridooh partners with Vistar Media
It has partnered with global DOOH software provider Vistar Media to roll out the offering. Under the partnership, Veridooh’s industry-leading SmartCreative verification solution is available to buyers leveraging the Vistar Media demand-side platform. As a result, advertisers can now use Veridooh’s platform to track the performance of programmatic DOOH campaigns independently.
Vistar Media’s demand-side and supply-side platforms allow buyers and sellers to easily transact on DOOH inventory. Vistar Media covers more than 14,300 screens across Australia and New Zealand and more than 450,000 screens around the world.
With the solution, new standards are being established for programmatic media. The solution also provides advertisers and media agencies with access to other key metrics, including panel location, environment, and plays, as well as the ability to review campaign targets.
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And that’s what they said
Veridooh co-founder Mo Moubayed said that the partnership ensures the goal of independent verification for all out-of-home advertising is fulfilled.
Our SmartCreative technology was custom-built for the out-of-home industry with all formats, including programmatic, in mind from day one.
Programmatic DOOH is increasingly becoming an important part of advertisers’ media strategy, combining out-of-home’s impact with digital’s efficiency and metrics. By providing third-party verification, advertisers can have confidence that their investment is being delivered as planned, encouraging further ad spend in the sector.
Ben Baker, Vistar Media managing director, APAC said,
Programmatic out-of-home is going through an exciting period of growth, particularly now that we’re moving past the pressures of the pandemic.
Providing advertisers with independent verification can help keep this momentum going so we’re pleased to be partnering with Veridooh to offer their programmatic verification solution to clients.
IPG’s Matterkind has already successfully trialed Veridooh’s programmatic solution with Vistar Media. There is continued growth in programmatic DOOH. The IAB reports that almost one-quarter of Australian agencies traded digital out-of-home inventory programmatically in 2020, despite the challenges posed by the pandemic. Furthermore, 10% of agencies increased their programmatic investments during the same period.
Veridooh’s recently appointed group business director Tom Drinkwater will help drive programmatic partnerships as the business’ programmatic lead. The ad tech start-up has previously developed partnerships with media agencies like Omnicom Media Group, GroupM, and IPG Mediabrands for verification of their DOOH campaigns and recently raised $5 million in external funding. The funds will be used to expand into new markets and enhance the offerings of the business.
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