Australia – Out-of-home (OOH) advertising technology developers Vistar Media and Broadsign has announced a mutual integration of its mediations layers, which allows simplification of OOH media buys across both supply-side-platforms (SSPs), as well as unlocking access to additional demand.
Through the partnership, it allows both companies to have an open and fair play auction regardless of which firm’s mediation layer is used, and lowers the operational burden for media owners while facilitating advertiser access to OOH inventory.
For media owners using or planning to use both companies’ SSPs, the mediation layer integration enables them to streamline their programmatic inventory allocation. They can access media buyer demand from both platforms, without having to manage each one separately.
Moreover, mediation will allow media owners to have both SSPs compete in a fair auction based on price, creating a level playing field and ensuring that media owners can maximise yield on any programmatically-sold inventory.
For Eric Lamb, SVP for supply at Vistar Media, unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralised 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,” Lamb said.
Meanwhile, Frank Vallenga, vice president of SaaS sales at Broadsign, commented that 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,” Vallenga said.