Vistar Media, the leading global provider of software for digital out-of-home (DOOH), is partnering with the world’s largest omnichannel DSPs to launch the first real-time bidding open exchange for out-of-home advertising (OOH). This signals a watershed moment for DOOH, bringing the channel to parity with other programmatically accessible digital advertising mediums such as desktop, mobile and connected TV.
Previously, omnichannel DSPs could only access DOOH inventory via private marketplace deals (PMPs). With support for open exchange now launched to omnichannel DSPs, Verizon and Adelphic are the first to bring this audience-first transaction type to market.
Marketing Technology News: Alcatel-Lucent Enterprise and RingCentral Enter into a Strategic Partnership
“The true promise of programmatic – letting data drive media decisions – is realized in the open auction, allowing buyers to seamlessly reach audiences across the huge variety of valuable DOOH inventory,” said Chris Allison, Director of DSP Partnerships at Vistar Media. “PMPs were a great way to prove that omnichannel DSPs could execute in OOH, so enabling the open exchange is an inevitable and complementary evolution of the channel. Vistar provides our DSP partners with the unparalleled reliability, transparency and scale required to confidently execute their clients’ digital strategies, extended to OOH.”
“DOOH had been one of the fastest-growing media channels. And as the current climate evolves and new venue opportunities emerge, we’ll see that steady rise again,” said Greg MacDonald, VP, Marketplace Partnerships at Verizon Media. “The launch of an open exchange will help to further grow the OOH industry and bring new buyers to the channel. We’re thrilled to be at the forefront of this initiative with Vistar Media and extend our DOOH footprint.”
Marketing Technology News: Westpac Group Partners With Verizon Media DSP for Privacy-Led Omnichannel Marketing Solution
For successful launch of the open exchange, Vistar led industry-wide collaboration to create key standards for a consistent impression multiplier methodology, exchange transparency and a taxonomy for categorizing DOOH screens into “venue types”.
“At this point, DOOH is a key part of many brands’ omnichannel strategies,” said Robby Barnett, Senior Director, Media Strategy at Adelphic. “Today, marketers’ success hinges on being able to plan, target and measure campaign results across every channel – including DOOH. By tapping into Vistar’s open exchange, we’re proud to offer expanded access to this powerful emerging channel at scale.”
Overall adoption of programmatic OOH has grown dramatically over the past year. Vistar has built OpenRTB integrations with the world’s leading omnichannel DSPs (starting with PMP support only), including Verizon Media, Ubimo, MediaMath, Amobee, AdQuick.com and Adelphic.
Marketing Technology News: Meredith Corporation Launches Meredith Data Studio