The Vistar Verify program was developed through consultations with media owners, buyers, and platform partners. Photo courtesy Vistar Media
Vistar Media, a provider of technology solutions for out-of-home (OOH) media, is expanding its Vistar Verify program to Canada. Initially launched in the U.S. in 2023, Vistar Verify establishes measurable quality standards for digital out-of-home (DOOH) inventory. This initiative assures Canadian buyers of the accuracy and quality of their DOOH investments, fostering greater confidence in the market.
The Vistar Verify program was developed through consultations with media owners, buyers, and platform partners. It uses both manual and automated checks to ensure inventory meets the industry’s standards. These standards cover three criteria: environment, presentation, and signals. Environment evaluates the quality of the screen’s location and the audience present. Presentation assesses the physical display’s quality and the on-screen experience. Signals ensure the reliability and accuracy of data describing the inventory.
The onboarding process for Vistar Verify involves benchmarking all inventory against these criteria. Media owners undergo a detailed Request for Information (RFI) process, covering all aspects of their environment, processes, and data usage. Automated checks include verifying venue locations against the Google Places API to ensure accurate categorization.
Scott Mitchell, managing director of Vistar Media Canada, emphasized the program’s importance, saying, “We are focused on improving and streamlining the OOH experience for our clients across Canada. Vistar Verify helps us instill confidence in our buyers and ensure their investments are directed towards premium, impactful screens and environments.”
As part of the initial phase in Canada, verified media owners include Pattison Outdoor, Astral, OUTEDGE, Cineplex Media, Rogers Sports & Media, Adapt Media, Vertical Impression, Zoom Media, Captivate CA, and Québecor. More media owners are expected to complete the verification process by year-end.
