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Technology Featured Global

Hivestack announces official membership at Prebid.org

Montreal, Canada – Programmatic digital out-of-home (DOOH) adtech Hivestack has announced its official membership to Prebid.org, an organisation that oversees open source prebid programmatic advertising solutions.

Through the membership, Hivestack will be able to further support its efforts in driving adoption of an open source unified auction framework for programmatic DOOH and join its peers to help build and shape the ad tech ecosystem.

Prebid.org consists of over 150 members, representing exchanges, publishers, buyers and third-party developers dedicated to creating standardised solutions for programmatic advertising. It manages open source projects Prebid.js, Prebid Mobile, and Prebid Server, as well as other key pieces of technology adopted by thousands of publishers. Prebid.js launched in 2015 to make header bidding easy for publishers by bringing conformity and simplicity to the header bidding process.

In addition to managing this open source technology, Prebid.org also plays an active role in the online advertising ecosystem by being a neutral and independent body that makes it easy for advertising technology companies to work together with publishers to solve problems for the industry.

Mina Naguib, global chief technology officer, said, “We are proud to announce our membership with Prebid.org, an independent organisation designed to ensure and promote fair, transparent, and efficient solutions for our industry. Our membership with Prebid.org comes at an opportune time for our business as we continue to develop our software and launch innovative, industry-first technologies that will benefit the entire ecosystem, such as our purpose-built ‘Yield Manager/Header Bidder’. We are delighted to have joined our esteemed colleagues, peers and partners across the programmatic ecosystem who are all members of Prebid.org.”

Through its new ‘Yield Manager’, Hivestack successfully established a powerful and transparent solution for its publishers, in this case, DOOH media owners, to monetize their inventory effectively across multiple SSPs in a unified manner.

“Much like in the online ecosystem, a header bidding solution replaces the ‘waterfall’ method where inventory is offered to one ad network at a time and then moved onto the next if the floor price isn’t met until all impressions are hopefully sold. Although this process works in practice, publishers risk missing out on revenue because of the lack of real-time competition on each individual ad opportunity. Yield optimization solutions let all partners bid simultaneously in a unified auction framework model,” Hivestack said in a press statement.

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Platforms Featured ANZ

OMA welcomes Scentre Group, Hivestack, Tonic Media Network as new members

Singapore – Outdoor Media Association (OMA), the peak industry body which represents Australia’s outdoor media display companies, have announced its new members, which includes shopping centre company Scentre Group, independent programmatic digital out-of-home (DOOH) adtech Hivestack, and health and wellbeing media network Tonic Media Network.

OMA also announced that Scentre Group and Tonic Media Network have joined as members of the industry’s audience measurement system, LOVE (measurement of outdoor visibility and exposure).

Scentre Group owns and operates a portfolio of 42 Westfield Living Centres across, which are some of the most frequented destinations in the region. Its in-house marketing solutions business, BrandSpace, connects brands and businesses to the Westfield audience through a portfolio of connected digital and physical touchpoints. Meanwhile, Hivestack specialises in the buy and sell-side of programmatic DOOH advertising. 

Lastly, rejoining OMA and LOVE, Tonic Media Network offers a health channel that reaches over 16 million Australians in GP waiting rooms and pharmacies each month.

Scott Moore, Scentre Group’s general manager for BrandSpace, noted that the membership signifies their support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation. 

“The enhancements to LOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment,” said Moore.

Meanwhile, Watt Bushby, Hivestack’s managing director for ANZ and SEA, believes that the solutions OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. 

“There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like LOVE 2.0 will go a long way in enabling that,” said Bushby.

Richard Silverton, Tonic Media Network’s CEO and managing director, said, “We’ve been watching the development of the LOVE 2.0 build and we’re really excited about all that the platform will offer. It is critical that our customers are confident that they are reaching the right people with the right message at the right time.”

In early November, OMA has revealed a raft of initiatives set to launch on 31 January at its first OUT-FRONT event. The rollout will include the interim audience measurement update LOVE 1.5, which will measure digital screens and provide a new metric based on neuroscience called the Neuro Impact Factor. In addition, standardisation guidelines will be introduced that will see the industry unite on common terminology, screen ratios, insertion orders, and shift to selling OOH by Share of Time. The industry also announced plans to move towards carbon-neutrality in 2022 by building a tool that gives advertisers the option to offset their OOH campaigns.

Charmaine Moldrich, OMA’s CEO, shared that the renaissance of outdoor advertising is showing no signs of waning, and this is further reinvigorating membership to the industry body.

“A lot of the work we do as an industry body is focused on our responsibility as a provider of advertising in the public space, of which sustainability is a vital part. Our aim is pledging to go carbon neutral as an industry is to set ourselves on that path of reducing emissions and waste, and to also be seen as a sustainable advertising channel doing our part,” said Moldrich.