In advertising, trust isn’t a soft metric – it’s the currency that keeps the industry moving. Yet in digital out-of-home (DOOH) advertising, trust has been steadily devaluing. As the sector races toward $55bn by 2030, a fundamental question remains unanswered: How do we know what we’re actually buying?
Advertisers approve budgets based on promised impressions. Screens display content. Reports are generated. Invoices are paid. But somewhere in that chain, doubt creeps in. The uncomfortable truth is that DOOH, despite its digital sophistication, still operates largely on trust and delayed verification. This realisation is what drove us at SignX to tackle the verification challenge head-on
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