New Seedooh integration into Polygon’s publisher network will bring independent, transparent and accurate data directly to advertisers
Polygon, Africa’s largest aggregated programmatic digital out of home (DOOH) publisher network, has announced the integration of Seedooh’s verification technology into its digital billboards in South Africa and later, across the continent.
This will allow advertisers to assess their campaign’s ad play performance and delivery against targets in real time, without being reliant on the media owner to relay this data, says Remi du Preez, Managing Director at Polygon.
“Advertisers are increasingly calling on media owners and publisher networks to adopt independent verification so that we can report more openly, and it was important for us to provide our advertisers with a trusted solution.
“The Seedooh integration enables Polygon to offer increased transparency to advertisers on our network, providing comprehensive and nuanced third-party data from a reputable company that is recognised as a world leader in independent verification.”
Since launching to market in 2017, Seedooh has provided a best-practice, 100% accurate, fully automated and highly secure technology solution to independently verify advertising delivery in the OOH industry – a requirement that has since become standard in numerous overseas markets.
Working in partnership with South Africa’s premier independent OOH auditor, Outdoor Auditors, Seedooh’s methodology is increasingly recognised in South Africa as the gold standard in third-party verification, setting the benchmark for transparent campaign delivery.
Du Preez notes that while programmatic offers similar granularity and transparency, not all advertisers and media buyers have access to programmatic tools – with Seedooh’s data now fulfilling these reporting requirements. “For those who do have access, the integration with Seedooh will provide an additional layer of assurance, so they can be 200% confident in when, where and how many times their ads flight throughout the day.”
Says Tom Richter, CEO at Seedooh, “The Polygon partnership builds on the strong momentum created in the first half of the year, as media owners large and small embrace verification and transparency through Seedooh certification.
“It’s been fantastic to onboard progressive publishers from South Africa into the rapidly expanding global network of Seedooh Verified publishers and CMS platforms.”
While advertisers and their agency partners are already using Seedooh’s technology to perform ad verification at scale across directly-traded DOOH campaigns, says Richter, this latest partnership now extends this capability to all demand-side platform (DSP)-driven campaigns delivered via the Polygon network.
“Through our long-standing local partnership with Outdoor Auditors, Seedooh’s scalable, SOC II-certified technology is now able to report on a unified basis, in real-time,” says Richter.
SA’s outdoor industry is increasingly demanding trustworthy, accurate, transparent and standardised reporting, says Erik Warburg, Director at Outdoor Auditors and representative for Seedooh in South Africa.
“There has been a significant upswing recently in the demand for better DOOH reporting data – from agencies but especially from brands. We’re now seeing multiple stakeholders – from media owners to buyers and technology providers – working together to deliver insightful, in-depth campaign data. These collaborations are helping to strengthen the credibility of the industry as a whole, while giving advertisers greater confidence in their media investments. This is a crucial step to take if OOH is to grow and capture more share of spend.”
ABOUT POLYGON:
Polygon is a programmatic aggregated digital out of home (DOOH) publisher network, making up a network of thousands of screens. The network is specifically designed to maximise omni-channel advertising campaigns while integrating accredited audience data using world-class technology. Polygon offers advertisers a single point of entry into the continent’s largest network of DOOH inventory, allowing them to target audience sets across multiple touchpoints and venues along the customer journey.
ABOUT SEEDOOH:
Since launching to market in 2017, Seedooh has provided a best practice, fully automated and highly secure technology solution to independently verify advertising delivery in the Out of Home Industry, setting the benchmark for accuracy and scalability in Australia, New Zealand and South Africa. Seedooh’s SOC II certified, proprietary technology is used to effortlessly report on the performance of thousands of campaigns monthly. Seedooh also provides solutions to the Cinema and Stadia sectors and offers supported technology solutions for Publishers, Advertisers and Agencies in multiple markets around the world.
ABOUT OUTDOOR AUDITORS:
Outdoor Auditors is SA’s leading data source for OOH. Outdoor Auditors has been providing SA’s OOH industry with accurate, independent audit data since 2009. Initially focused only on static billboard data, Outdoor Auditors has evolved with the industry, now providing accurate, independent data for DOOH as well through its partnership with Seedooh. Although SA is Outdoor Auditors’ focus, Outdoor Auditors also has experience in more than 15 other African markets.
