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.
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“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”
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.
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“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.”
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