IPG Mediabrands has expanded its partnership with Veridooh, a global leader in verification technology, for out-of-home (OOH) advertising. The partnership will now encompass all OOH media buys across all of the holdco's agencies, marking a significant step forward in the company's commitment to transparency and accountability in advertising.

Veridooh has been IPG Mediabrands' independent verification partner for Digital out-of-home (DOOH) since 2020. The latest move is expected to enhance the value delivered to IPG Mediabrands' clients by ensuring greater transparency and confidence in their OOH investments.

Veridooh's proprietary and patented solution, SmartCreative, collects data to track, measure, and verify the performance of DOOH campaigns. It provides more than 400 metrics on campaign delivery in an all-in-one platform for advertisers seeking to maximise the effectiveness of their OOH campaigns.

"Independent Verification is a high priority for our clients, so we couldn’t be more excited to be expanding our partnership with the global leaders in this space. 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," said Lucy Formosa Morgan, Magna National Manager Director. "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."

So far, IPG's agencies, UM, Initiative, Rufus and Kinesso, have used Veridooh to gain greater transparency and confidence in their OOH investment. Veridooh is also the preferred verification partner for IPG, GroupM and Omnicom Media Group in Australia.

"IPG Mediabrands are trailblazers in leveraging advanced data capabilities to drive growth, and it is super energising to have the opportunity to continue to work with a partner whose mission so closely aligns to our own. Over the past three years it has been impressive to witness first hand IPG’s unwavering commitment to delivering the best outcomes for their clients, and with this renewed deal I know that we will have an even greater impact moving forward," said Mo Moubayed, Veridooh Co-Founder. "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."

Founded in 2019 by Jeremy Yang and Mo Moubayed, Veridooh has global offices in Sydney, London, and New York City.