IPG Mediabrands has appointed Veridooh its preferred verification partner for out-of-home (OOH) advertising.
This expands the Australian-founded adtech’s remit to deliver campaign automation and fully independent verification across all OOH media buys.
The appointment follows a competitive pitch process over nine months.
Veridooh has been IPG Mediabrands’ independent verification partner for digital out-of-home (DOOH) since 2020. Since then, Veridooh has expanded to cover all OOH formats across digital, programmatic and static media buys.
This broadened capability is now available to all IPG Mediabrands agencies as part of the strengthened deal.
Veridooh’s proprietary solution SmartCreative independently collects all the data needed to track, measure, and verify the performance of DOOH campaigns. The technology provides more than 400 metrics on campaign delivery in an all-in-one platform.
Magna national MD Lucy Formosa Morgan, said independent verification is a high priority for the agency's clients.
"Not only is Veridooh global leaders in verification, but their professionalism and commitment to helping us to go above and beyond for our clients is absolutely second to none," she said.
"Over the past three years our agencies have leaned on Veridooh’s unique independent verification technology to track, measure, and verify the performance of digital OOH. We know that this partnership is going to be a game changer in delivering even greater value for our clients.”
Veridooh co-founder Mo Moubayed said IPG Mediabrands are trailblazers in leveraging advanced data capabilities to drive growth.
"It is super energising to have the opportunity to continue to work with a partner whose mission so closely aligns to our own," he said.
"Our verification technology will be working across all formats across all IPG Mediabrands agencies, meaning we will be verifying more campaigns than ever across Australia, helping make OOH a more automated, trusted and effective channel.”
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