Big Happy Adds Independent Verification to DOOH Buys via Veridooh
2026-09-01 · via Digital Signage Today
Adtech platform Big Happy is partnering with Veridooh, an out-of-home verification company, to add independent verification to its digital out-of-home campaigns. The deal gives advertisers a new pricing option that ties payment to confirmed delivery rather than estimated impressions, according to a press release from the companies.
Under the arrangement, Big Happy becomes Veridooh's first partner to transact using independently verified delivery data. Advertisers buying through Big Happy can stick with standard CPM pricing or opt for a premium "Verified CPM" (vCPM), paying only for plays and impressions that Veridooh has independently confirmed as valid.
For operators and media owners, this matters because verification has been a persistent sore spot in DOOH compared to digital advertising generally, where third-party measurement has been standard for years. Buyers have long had to rely largely on the numbers reported by the platforms selling the inventory. A vCPM option built on an outside verification layer gives advertisers a way to check that claim against independent data before paying full price.
Big Happy specializes in 3D creative for DOOH and sells that inventory programmatically. Gabby Stoller, the company's chief revenue officer, said in the release that the goal is to prevent wasted ad spend and give brands confidence their creative was delivered as intended, arguing this will help DOOH "earn a bigger seat at the table" against other ad channels.
The partnership gives Big Happy access to Veridooh's full programmatic DOOH product suite, which the release describes as providing an independent data layer across planning, activation and measurement, not just after-the-fact reporting. Mo Moubayed, Veridooh's co-founder and co-CEO, called the arrangement "pioneering" and said it should increase campaign effectiveness and brand confidence in programmatic OOH spend.
The release does not specify how Veridooh's verification technology works, what proportion of a typical campaign might qualify for vCPM pricing, or how much more advertisers would pay for verified impressions versus standard CPM. It also does not name specific screen networks or media owners whose inventory will be sold under the new model, or give a timeline for when the option becomes available to buyers.
For screen operators selling through Big Happy's programmatic pipes, the practical effect will depend on how verification standards get applied to their networks and whether independent confirmation of plays becomes a baseline expectation from buyers going forward. Third-party measurement has increasingly become a condition of doing business in programmatic advertising broadly, and DOOH has faced pressure to catch up.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Big Happy, an adtech platform, is teaming up with Veridooh, which provides 100% independent out of home verification.
The partnership brings independent verification to Big Happy's digital out of home campaigns, according to a press release.
Big Happy is Veridooh's first partner to transact using independently verified delivery data and will offer a Verified CPM option for DOOH campaigns.
Advertisers can continue buying on a standard CPM or choose premium vCPM pricing, paying only for plays and impressions independently verified as valid.
"Independent verification has been standard across digital advertising for years, and DOOH deserves the same level of accountability," Gabby Stoller, chief revenue officer at Big Happy, said in the release. "Now we are bringing that standard to Big Happy's 3D creative in DOOH. Our creative is built to be immersive, memorable, and available programmatically, and brands should know whether it was delivered as intended. By partnering with Veridooh to launch a vCPM offering, we can give advertisers the option to pay only for valid, independently verified impressions. That prevents wasted ad spend, maximizes ROI, and helps DOOH earn a bigger seat at the table."
Big Happy will have full access to Veridooh's programmatic DOOH product suite, which provides an independent data layer across campaign planning, activation and measurement, extending beyond post-campaign reporting.
"Through our partnership, Big Happy can now offer verified plays and impressions as a new way to transact their programmatic DOOH buys," Mo Moubayed, co-founder and co-CEO of Veridooh, said in the release. "This is pioneering within the industry as clients will now have the confidence that they will only pay for what is verified. Ultimately, it will increase campaign effectiveness and brand confidence in their programmatic OOH investment."
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