Dentsu Australia partners with Thorndyke for DOOH activity verification

Dentsu Australia has partnered with Thorndyke to independently verify its Digital Out-Of-Home (DOOH) activity across all Dentsu agencies for the Australian market.

Programmatic DOOH has been a key talking point over the past 12 months, driving digitisation across OOH as the demand for more transparency across the channel increases.

Emma Hegg, head of outdoor for Dentsu and Jason Cooper, MD of Thorndyke

Dentsu ran a competitive request for proposal (RFP), looking closely at all vendors in market and ultimately chose Thorndyke as its preferred vendor.

The team behind Thorndyke are all ex-Integral Ad Science and have a strong track record in verification and measurement. The Thorndyke verification platform helps agency teams and the media owners with real-time insights into delivery issues that may have otherwise gone undetected, allowing these to be resolved faster.

Emma Hegg, head of outdoor for Dentsu said: “We are very excited to partner with Thorndyke, as we continue to navigate the evolving DOOH landscape on behalf of our clients.

“The last 12-18 months has seen a huge demand from advertisers to have more transparency in OOH and as a result, a number of verification providers have entered the market. For Dentsu, our objective was to not only ensure independent verification for our clients, but also to partner with a provider whose technology was scalable for the future.”

Jason Cooper, MD of Thorndyke added: “We’re delighted to have been selected to partner with Dentsu. We’re looking forward to working with everyone across the group and providing essential verification for DOOH campaigns. DOOH is probably the last digital medium to be verified.

“This deal gives DOOH measurement parity against other digital environments: independent verification that delivers exposure, share of voice and time-in-view, which are table stakes in digital today.”


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