Vistar bring DOOH verification program to Canada
By Rob Bale
Vistar Media of New York has expanded its Vistar Verify program into Canada. Launched in the US last year, the program is intended to establish measurable quality standards for digital out-of-home advertising inventory. It is intended to assist advertisers and media owners to evaluate inventory quality. The standards include the quality of the environment of the display, the effectiveness of the presentation and the reliability of the data describing the inventory. Current media owners verified by the program include Pattison Outdoor, Astral, Outedge, Cineplex Media, Rogers Sports & Media, Adapt Media, Vertical Impression, Zoom Media, Captivate CA and Québecor.
“We are hyper-focused on improving and streamlining the OOH experience for our clients across Canada, and Vistar Verify helps us do just that,” said Scott Mitchell, managing director of Vistar Media Canada. “The OOH space has grown significantly over the past decade, and the concept of ‘quality’ has taken on a lot of meanings. It’s more important than ever for Vistar, as a programmatic OOH marketplace leader, to instill confidence in our buyers and ensure their investments are going to the premium, impactful screens and environments they intended on.”