The independent referee that out-of-home advertising never had - making billboards measurable, trusted and accountable.
VERIDOOH — the wordmark blends "verify" with DOOH, digital out-of-home. Headquartered at 161 Castlereagh St, Sydney, with offices in London and New York.
For decades, brands poured billions into out-of-home advertising - the billboards on the motorway, the panels in the train station, the screens above the escalator - and then trusted the company that sold them the space to confirm the ads had actually run. Out-of-home was, in effect, the last major media channel where the seller graded its own homework.
Veridooh was built to end that arrangement. Founded in Sydney in 2019 by co-CEOs Mo Moubayed and Jeremy Yang, the company independently tracks, measures and verifies out-of-home campaigns without relying on the media owner's numbers. Its patented SmartCreative technology collects data at the ad-play level - counting every second of every play - and surfaces more than 400 metrics in a single platform covering static, digital and programmatic inventory.
The pitch is disarmingly simple: if you would not accept a digital campaign report written by the publisher alone, why accept one for your billboards? That question turned an Australian startup into the verification partner of choice for the world's largest agency groups.
"Veridooh's mission is to help grow the out-of-home industry by creating a more automated, trusted and effective channel."
— Company mission statementSmartCreative is patented, proprietary technology. Crucially, it collects its own data rather than trusting the party being measured - which is exactly why agencies find it credible.
SmartCreative independently records ad-play data at the panel, without touching the media owner's CMS or play logs.
Every second of every play is tracked - impressions, ad length, panel play count and exposure time.
Static, digital and programmatic campaigns are consolidated into one dashboard with 400+ metrics.
Advertisers get real-time, actionable proof of delivery - independent of the seller's own reporting.
Out-of-home has historically captured only a small slice of total advertising spend. Veridooh's thesis: better measurement and trust unlock bigger budgets. The chart below is an illustrative view of the gap the company is chasing.
Illustrative. OOH's share of ad spend (~4-5%) is the category Veridooh's co-CEO has said he wants to grow through transparency. Not to scale.
SmartCreative powers a suite of tools spanning measurement, delivery and intelligence for advertisers, agencies and media owners.
Patented tech that collects ad-play-level data independently, tracking every second of every play across the OOH ecosystem.
Independent tracking of campaigns across 400+ metrics - impressions, ad length, panel play count and exposure time.
Independent verification for programmatic buys via partners like Place Exchange and Azerion, unified with static and digital.
A campaign delivery platform that automates the manual tasks of planning and managing OOH media buys.
Real-time dashboards and reporting that turn raw play data into actionable campaign insights.
Veridooh sells B2B to advertisers, agencies, holding groups and media owners. It is the preferred independent verification partner for the biggest agency groups in Australia.
Brands
Agency Groups
Veridooh's oversubscribed Series A was led by venture fund EVP, with participation from Jelix Ventures and the personal funds of Aconex co-founders Leigh Jasper and Rob Phillpott. The round bankrolled the company's expansion into the UK and the US.
Mo Moubayed and Jeremy Yang launch Veridooh to bring independent verification to out-of-home.
The company launches its patented ad-play tracking, famously using an industry "secret" to go live without historical data.
EVP leads an oversubscribed round with Jelix Ventures and the Aconex co-founders to fund global expansion.
Veridooh opens in London and New York and hires senior leaders across the UK and North America.
Appointed preferred OOH verification partner for IPG Mediabrands following a competitive pitch.
Named Platform/Tech Partner of the Year at The Drum Awards 2025.
Partners with Azerion and Place Exchange to extend independent verification into programmatic DOOH.
Co-Founder & Co-CEO. The company's public voice on why independent OOH verification is soaring, and a vocal advocate for growing out-of-home beyond its small slice of total ad spend.
Co-Founder & Co-CEO. Co-architect of the SmartCreative approach and the company's build-out across Sydney, London and New York.
It independently tracks, measures and verifies out-of-home advertising campaigns - static, digital and programmatic - using its patented SmartCreative technology, giving advertisers 400+ metrics without relying on media-owner data.
It was founded in Sydney in 2019 by Mo Moubayed and Jeremy Yang, who serve as Co-CEOs.
Veridooh is fully independent. SmartCreative collects ad-play data itself rather than relying on the media owner's CMS or play logs, removing the conflict of interest in self-reported numbers.
Global brands such as Google, Amazon, Unilever and McDonald's, plus agency holding groups including IPG Mediabrands, Omnicom and WPP Media, which use Veridooh as their preferred independent verification partner in Australia.
Veridooh raised a $5 million AUD Series A in 2022, led by EVP with participation from Jelix Ventures and Aconex co-founders Leigh Jasper and Rob Phillpott.
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Sources: veridooh.com · The Drum · AdNews · Mediaweek · Business News Australia · Startup Daily · New Digital Age · DPAA. Figures such as funding and headcount are approximate and drawn from public reporting.