Veil Global Technologies

What Veil Global Technologies does

VEIL Global Technologies, formerly Advocado and headquartered in St. Louis, Missouri, is a real-time cross-media optimization and audience platform purpose-built for the broadcast advertising supply chain. Founded in 2017, the company monitors approximately 1,978 TV stations across North America — including all major national networks, 1,577 local stations and 194 cable networks and diginets — to detect advertisements carrying its patented VEIL audio and video watermarks. Detection data is streamed to a cloud platform that delivers independent, real-time verification of ad delivery, replacing post-log and affidavit-based reconciliation with in-flight course correction. The company serves advertisers, agencies, media companies, publishers and content producers across North America, with named enterprise customers including Procter & Gamble, Comcast, Wayfair, GoDaddy, NHL, Simplisafe, Fox Sports, GroupM, Horizon Media and AG1.

The product surface centers on the OMNI platform — a real-time watermark detection and media management application — supported by a Data-as-a-Service (DaaS) offering that supplies first-party ad detection data and analytics. The underlying moat is a portfolio of 47+ patents, including the audio and video watermark IP acquired from Koplar Interactive Systems International (KISI) in November 2021, supplemented by the December 2021 acquisition of Kantar's Broadcast Verification Services business. The company monetizes through subscription and recurring SaaS access to the OMNI platform and its data feeds, sold via a direct enterprise sales motion with pricing provided on request. Strategic positioning emphasizes interoperability versus fragmented fingerprinting alternatives, positioning VEIL as a potential universal standard for cross-platform ad verification across broadcast TV, radio, CTV and streaming audio.

The organization is private, venture-backed, and operates with an 11–50 person base (with a public commitment to add more than 100 jobs over three years) under co-founder and CEO Brian Handrigan and co-founder and President Jeff Linihan. The board includes media industry veterans Irwin Gotlieb and Executive Chair Steven A. Saslow. In June 2024 the company rebranded from Advocado to VEIL Global Technologies, aligning its corporate identity with the underlying watermark patent portfolio that has been deployed in the industry for 30+ years.

Name

Veil Global Technologies

Legal name

VEIL Global Technologies, Inc.

Website

https://veil.global

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

VEIL Global Technologies (formerly Advocado) is a St. Louis-based ad-tech firm that uses patented audio and video watermarking to verify broadcast TV, radio, CTV and streaming ads in real time. Its OMNI platform and DaaS feeds serve 383 enterprise customers across advertisers, agencies, media companies and publishers in North America.

Ownership category

akta.pro rank

Product category

Advertising Technology / Broadcast Ad Verification

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Watermarking (Forensic/Visible) & Traceability (MPAHALAL)

akta.pro secondary industry

Content Identification & Matching (Fingerprinting, ID Resolution) (MPAHALAE)

Keywords

• Broadcast ad verification
• Media watermarking technology
• Cross-media measurement
• Advertising data platform
• Real-time ad monitoring

Headquarters

HQ city

Saint Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. SaaS Platform Subscription: Customers establish accounts and purchase subscriptions to VEIL Global Technologies application services. Access to software and services via portal.veil.global.
2. Data-as-a-Service (DaaS): First-party data management platform delivering unique data for campaign powering, real-time visibility and analytics for advertisers, publishers and media companies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Veil Global Technologies provides a real-time cross-media optimization and audience platform built on patented audio and video watermarking technology. Its OMNI platform monitors broadcast TV, radio, CTV, and streaming 24/7 to detect and verify ad delivery, reconcile schedule exceptions, and deliver first-party analytics to advertisers, agencies, content producers, and publishers.

Product overview

VEIL Global Technologies offers a unified media management platform called OMNI, built on a robust portfolio of patented audio and video watermark technologies. The platform serves as an end-to-end solution for the media supply chain, providing real-time ad detection and verification, campaign coordination, and analytics across broadcast TV, radio, CTV, and streaming. The Data-as-a-Service (DaaS) platform integrates with the OMNI software to deliver first-party ad detection data and actionable insights for advertisers, agencies, content producers, publishers, and media companies. The company monitors thousands of TV stations 24/7, detecting ads through embedded watermarks and reconciling anomalies in-flight for more effective media planning.

Differentiator

Problem solved

Functional benefit

Products and services

• OMNI Platform Real-time watermark detection and media management platform that monitors broadcast activity 24/7 and transmits commercial detection data to the cloud. Provides independent ad verification, market clearance tracking, schedule exceptions monitoring, parameter sensitivity controls, and creative rotation verification for advertisers, agencies, content producers, and publishers.
• VEIL Watermarking Technology Patented audio and video watermark technology embedded in broadcast content for ad and content verification. Watermarks are encoded signals pre-encoded before distribution to media publishers, containing unique serial numbers that link to external metadata databases for precise ad detection and verification.
• Data-as-a-Service (DaaS) Platform Scalable data platform delivering first-party insights and analytics that underpin customer campaign performance and advertising ROI. Fills visibility gaps with unique data powering multi-screen campaigns across broadcast TV, radio, CTV, and streaming.

Quantifiable outcome

• Monitors 1,978 stations including all national networks and 1,577 local stations
• +2 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• KantarcoreStrategic or Co-development Partner · 1 December 2021Advocado acquired Kantar's BVS (Broadcast Verification Services) division in December 2021, providing vertical integration of IP and first-party ad detection services. This acquisition enabled unified ad verification and attribution platform across broadcast TV, radio, CTV and streaming. Kantar BVS employees joined the Advocado team as part of the acquisition.
• Koplar Interactive Systems International (KISI)coreOEM/ Whitelabel/ Licensing Partner · 23 November 2021Advocado acquired VEIL watermarking technology and 46 other patents from KISI, an affiliate of Koplar Interactive Systems International. Advocado was a long-time licensee of VEIL technology before the acquisition. The portfolio provides advanced interactive TV capabilities and watermarking for broadcast, radio, streaming and gaming.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Extreme Reach: Extreme Reach is an ad delivery, creative asset management, and TV/video verification platform serving agencies and brands. Its broadcast verification and creative workflow capabilities overlap directly with VEIL's OMNI offering.
• Samba TV: Samba TV provides TV viewership data, cross-screen measurement, and ad analytics using ACR (automatic content recognition) on smart TVs. It competes with VEIL in real-time TV ad measurement and audience insights for advertisers and agencies.
• iSpot.tv: iSpot.tv provides real-time, cross-platform TV ad measurement and attribution using a combination of automatic content recognition and watermark/fingerprint detection. It is the closest direct competitor to VEIL's OMNI platform in broadcast and CTV ad verification.
• Innovid: Innovid offers TV ad serving, creative personalization, and independent measurement across linear TV and CTV. Like VEIL, it focuses on ad verification, campaign coordination, and cross-platform measurement for advertisers and agencies.

Broad incumbents

• Comscore: Comscore provides cross-platform audience measurement and advertising analytics for broadcasters, agencies, and brands. It is a broader incumbent that competes for the same ad measurement and verification budgets as VEIL.
• DoubleVerify: DoubleVerify is a leading digital ad verification and brand safety provider that has expanded into CTV measurement. While its core is digital rather than broadcast watermark detection, it overlaps with VEIL in cross-platform verification and brand suitability.
• Nielsen: Nielsen is the traditional TV ratings currency and broader audience measurement incumbent. Although Nielsen focuses on panel-based ratings rather than watermark verification, it sets the measurement standard VEIL's customers compare against.
• Integral Ad Science (IAS): IAS provides ad verification, fraud detection, and brand safety across digital, CTV, and social. It is a broader incumbent that increasingly intersects with VEIL's territory as CTV verification demand grows.
• Kantar Media: Kantar Media is a global audience measurement and media analytics provider. It divested its BVS broadcast verification business to VEIL in 2021, but its remaining audience measurement and analytics compete for the same advertiser and broadcaster budgets.

Emerging players

• Pixability: Pixability focuses on video ad measurement and brand suitability on YouTube, CTV, and TikTok. It overlaps with VEIL in cross-platform video ad verification but is concentrated in walled-garden environments rather than broadcast.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/veil-global

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds7 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Veil Global Technologies