Seedooh [1], the Australian-born Independent Verification Platform (IVP) for public space media, has announced an integration with LIVE BOARD Inc [2]., Japan’s first impression based Digital Out-of-Home (DOOH) network.
Once live, the Seedooh integration will enable all agencies and advertisers using the LIVE BOARD network, to access independently verified campaign playout data via Seedooh’s real time, interactive dashboard.
Dentsu and NTT Docomo formed a joint venture called LIVE BOARD Inc. back in 2019 – all created in order to build out a programmatic-based DOOH network and operate an Ad Exchange which would aggregate as many of the Japanese DOOH media owners as possible. You will also remember that Hivestack was announced as an SSP partner just before Christmas [3].
Tom Richter, Seedooh Founder and CEO told us “The LIVE BOARD vision is one of standardisation, data-led automation and a market-scale programmatic ecosystem for DOOH in Japan, the third largest OOH market in the world. As advocates of the connected future for the global sector, we’re delighted to be providing a market ready solution that delivers LIVE BOARD the independent transparency required to succeed in this ambition.”
Since 2017, Seedooh’s IVP has been integrated with source data from OOH media owners in Australia and New Zealand. Now expanding globally, the platform provides third-party verified OOH campaign delivery reporting for both digital and classic networks. Seedooh’s independent, system-connected log-level data is made available to all buyers of campaigns on connected networks, via a single, easy to use dashboard. The granular data can be analysed down to an individual play event on an individual screen – with each data event subject to automated verification controls, designed in alignment with global best practice assurance standards.
Ichiro Jinnai, LIVE BOARD President and CEO said “Brands and agencies from all over the world will soon have access to premium DOOH networks across Japan, with robust and standardised, high fidelity audience metrics, enabling them to share specific and relevant messages with their high value customers. It is critical that advertisers have confidence and trust that their messages are being delivered as intended. We know this from the digital world and DOOH must also address this requirement particularly in the programmatic future. To meet this demand, we have been working closely with Seedooh’s expert team to ensure that LIVE BOARD can satisfy the stringent requirements of their Independent Verification Platform. The real-time connection of data at scale – and of course the global best practice assurance controls framework – make Seedooh the leading source of confidence anywhere in the world, specifically tailored for DOOH. We look forward to providing all advertisers using the LIVE BOARD AdNetwork and LIVE BOARD Marketplace, with the ultimate proof-of-play.”
Seedooh is a fully independent technology platform specifically designed, built (and proven at scale) to provide complete and standardised reporting for buyers and sellers in the Out of Home industry. Since launch in Australia in July 2017, Seedooh has provided third party reporting on over 30,000 campaign bookings, by actively consuming, analyzing and verifying log level data from more than 50,000 continuously monitored panels – to over 2,000 registered platform users. It is the only fully independent reporting system that provides near real-time, third party verification of display for both digital and traditional formats. The efficiencies of standardised and automated reporting are significant for both buy and sell-side users. The level of confidence in the data is ensured by the Seedooh Confidence Framework which demands best practice data controls are applied and assessed against globally recognised reporting standards. Seedooh has an alignment with PwC to provide further market confidence in the platform’s ability to independently verify the integrity of campaign delivery data.