Talon partners with UniLED to boost Digital OOH trust

Talon has formed a strategic partnership with UniLED Software to strengthen transparency and accountability across Digital Out of Home campaigns.

The agreement brings third-party verification into Talon’s Digital OOH offering, aiming to provide advertisers with consistent and independently validated reporting.

Through the partnership, Talon clients gain access to enhanced digital verification supported by UniLED’s platform, alongside coverage that enables verification across the entire UK OOH market via PlayOut and integrations with media owners’ content management systems.

Strengthening verification across the UK OOH market

The collaboration is designed to improve confidence in Digital OOH measurement by combining Talon’s planning and buying capabilities with UniLED’s verification technology. Advertisers will be able to verify 100 percent of the UK OOH market through PlayOut and other direct connections, supported by a standardised reporting framework.

PlayOut, launched by Outsmart in July 2023, serves as the UK OOH industry’s shared data warehouse. The platform manages and enables the exchange of media owner playout data, providing daily updates, real-time visibility and consistent reporting across the sector.

Third-party validation through UniLIVE

UniLED’s UniLIVE platform will enhance the PlayOut environment by validating campaign delivery against Route-verified impacts. This adds an independent layer of assurance beyond basic play counts, supporting higher levels of accuracy, consistency and credibility in campaign reporting.

The integration is positioned to deliver a single source of truth for Digital OOH activity, helping advertisers and agencies align on delivery metrics while improving operational efficiency.

Driving transparency and accountability in Digital OOH

By working with UniLED, Talon is extending its focus on transparency and trust within Digital OOH. The partnership reflects a broader industry push toward standardisation and accountability, as brands place greater emphasis on independently verified measurement in out-of-home advertising.

www.talonooh.com

www.uniledsoftware.com

Follow Marketing Report on LinkedIn