This aims to 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 100% accurate, fully automated and secure technology solution to independently verify advertising delivery in the OOH industry — a requirement that has since become standard in numerous overseas markets, says the network.

Working in partnership with South Africa's independent OOH auditor, Outdoor Auditors, Seedooh's methodology is increasingly recognised in South Africa as the gold standard in third-party verification, aiming to set the benchmark for transparent campaign delivery, adds the network.

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 aiming to fulfill 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."

"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," says Tom Richter, CEO at Seedooh. "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 aims to extend 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," concludes Warburg.

For more information, visit www.polygon.technology. You can also follow Polygon on X.

*Image courtesy of contributor