Stephen Dolan and Jason Cooper.
StreetIQ, a digital out-of-home (DOOH) optimisation and measurement platform, has merged with DOOH verification specialist thorndyke, bringing campaign verification and real-time creative optimisation together on a single platform.
Commercial details of the merger haven't been revealed.
StreetIQ and thorndyke were built by industry veterans Jason Cooper and Stephen Dolan, launching in 2025 and 2019 respectively, to solve different sides of the same challenge in DOOH.
Cooper, formerly of IAS, founded thorndyke to bring independent verification to the market, ensuring campaigns delivered as planned.
Dolan, also formerly of IAS and of Facebook and Microsoft, launched StreetIQ to make DOOH creative more dynamic and responsive in real time.
The merger reflects a shift as advertisers move beyond proof-of-play towards measurable, outcome-driven campaigns, with dynamic creative delivering up to 40% stronger performance than static executions.
Jason Cooper, chief executive of thorndyke, said the ambition behind launching thorndyke and StreetIQ was to first prove delivery, then make every impression work harder.
"Bringing those capabilities together is a natural evolution of the industry as it shifts from accountability to performance," Cooper said.
"What we're bringing together now is a single, unified platform built to enable the next phase of DOOH where every impression is verified, contextually relevant and optimised for real business outcomes."
Stephen Dolan, chief executive of StreetIQ, said the merger marked the moment DOOH becomes a performance channel.
"When creative can respond to the real world, you move from broadcasting messages to delivering relevance at scale," Dolan said.
"For agencies and marketers, that means less guesswork and a much clearer link between media spend and real-world outcomes."
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