Place Exchange Offers Agencies and Advertisers the Ability to Fully Unify OOH Media with Other Channels Through Their Existing DSP
Intersection, the leading smart cities technology and media company, announced the launch of Place Exchange, the first platform to bring the full benefits of programmatic buying to out-of-home (OOH) and place-based media. Integrated with leading DSPs, Place Exchange’s patent-pending technology offers agencies and advertisers the opportunity to fully unify buying and measurement of out-of-home media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.
“Out-of-home media offers a number of unique benefits to programmatic buyers, including massive reach, high-impact messaging, proximity to retail, and proven ROI. But unlike online, mobile, and other media – where roughly 80% of transactions are now executed programmatically – out-of-home has remained siloed from programmatic buying,” said Ari Buchalter, CEO of Intersection.
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Existing “programmatic” OOH solutions on the market focus simply on automating the traditional process of buying out-of-home media through private deal mechanisms, but still treat the channel as a silo. They require separate integrations, separate workflows, separate creatives, and separate reporting, and most importantly fail to deliver the impression-level buying and digital attribution capabilities that are critical to the value of programmatic.
Place Exchange offers agencies and advertisers the ability to fully unify OOH media with other channels through their existing DSP. The patent-pending technology delivers true real-time bidding, seamless workflow integration with other media, support for standard online and mobile IAB creatives, and enables digital attribution – allowing marketers to execute campaigns with OOH just as they do with online, mobile, and other digital media.
Yet, unlike other programmatic inventory, Place Exchange’s out-of-home and place-based media is always viewable, free of bots, ad blockers, and unsafe content, and reaches consumers in the physical world with high-impact creative that engages them on their daily journeys between home, work, shopping, and entertainment.
Place Exchange’s initial DSP partners will include MediaMath, Amobee, dataxu, and AdTheorent. Place Exchange is also in discussions around integrations with other leading platforms including Appnexus.
“Place Exchange adds out-of-home to the omnichannel marketing mix so advertisers can provide seamless, relevant and engaging experiences to consumers. Our clients are incredibly excited to explore the power of out-of-home media and execute campaigns in the same way they can with other digital channels,” said Lewis Rothkopf, General Manager of Media and Growth Channels at MediaMath.
“Out-of-home has never been available to programmatic marketers in the way we want to buy. Place Exchange allows me to programmatically buy contextually relevant ads in the physical world and measure performance along the metrics that drive our business results,” said Edwin Lee, Director of Programmatic at Stubhub.