Vistar Media and Broadsign, two prominent out-of-home (OOH) advertising technology developers, havecollaboratedto integrate their respective mediation layers. This integration creates an open and fair play auction, irrespective of the mediation layer used, resulting in reduced operational burden for media owners and easier advertiser access to OOH inventory.
By integrating their Supply-Side Platforms (SSPs), media owners who use or intend to use both companies’ platforms can streamline their programmatic inventory allocation. The mediation layer enables them to access media buyer demand from both platforms without managing each one separately. Media owners can have both SSPs compete in a fair auction based on price, resulting in a level playing field, and maximizing yield on any programmatically-sold inventory.
Eric Lamb, SVP, Supply at Vistar Media said,“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry.”
Frank Vallenga, Vice President of SaaS Sales, Broadsign. said,“As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches. Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
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