Proof-of-play that also proves the audience
Reconcile every play against its booking, catch under-delivery automatically, and hand agencies a compliance report that shows who actually saw the campaign.
The problem with proof-of-play today
Most networks can prove an ad ran. The play log sits in the CMS, the booking sits in a sales system or a spreadsheet, and the audience is estimated after the campaign ends. Someone joins them by hand at the end of the month, if at all.
That is slow, and it leaves the most important question unanswered. In IAB Australia's 2026 report, 42% of agencies said proving ROI is the biggest barrier to spending more on programmatic outdoor.
What UrbanIQ automates
| Step | Done by hand today | With UrbanIQ |
|---|---|---|
| Collect plays | Export logs from the CMS | Plays flow in from your CMS or verification feed |
| Match to bookings | Spreadsheet lookups | Every play attributed to its campaign and booking |
| Check delivery | Found when the client asks | Under-delivery flagged automatically against the booking |
| Show the audience | Modelled after the fact | Measured viewers, dwell and view time for each play |
| Prove it on site | Ad-hoc phone photos | Geo-stamped, time-stamped photos from the crew app |
| Report | Assembled at month end | An audit-ready, certificate-style report per campaign |
Delivery first, then attribution
UrbanIQ treats every play as the record, whether or not it was sold. Booked plays roll up into campaign compliance. Unbooked plays are grouped by screen and creative so you can see house content and unsold inventory, and claim them into a campaign in a couple of clicks.
Who uses it
- Media owners send compliance reports without the month-end scramble, and spot make-goods early.
- Agencies get one report with delivery and measured audience side by side.
- Brands see which screens and dayparts delivered real viewers, not just plays.
Proof-of-play questions
Straight answers before you book a call.
What is proof-of-play?
Proof-of-play is evidence that an ad actually ran on a screen when it was booked to. It usually comes from the CMS play log, which records each creative, screen and time.
What is the difference between proof-of-play and proof of audience?
Proof-of-play shows the ad ran. Proof of audience shows who was in front of the screen while it did. UrbanIQ reports both per play, so a campaign report answers "did it run?" and "who saw it?" in the same row.
How does UrbanIQ check delivery against a booking?
Each play is attributed to its campaign and booking, and delivered plays are compared with what was booked over the booking window. Shortfalls are flagged automatically, so you can schedule a make-good before the client finds it.
What happens to plays that are not attached to a booking?
UrbanIQ groups unbooked plays by screen and creative so you can see unsold or house content at a glance. Create a campaign for them and their history is attributed on the next processing pass.
Can field crews add photo evidence?
Yes. The UrbanIQ companion app captures a geo-stamped, time-stamped photo of the ad on screen and logs it as proof. With no signal on site, captures queue on the phone and upload when it reconnects.
Ready to meet your audience?
Bring a screen, a campaign,
and we'll bring the proof, in real time.