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.

Australia – Third-party verification platform OIS has partnered with demand-side platform (DSP) Vistar Media to launch its new programmatic DOOH solution.

The new pixel-based solution allows advertisers to centralise programmatic DOOH alongside directly traded classic and digital OOH campaign delivery data, a key step forward in third-party measurement and verification. Moreover, it allows advertisers to measure every single impression delivered on every screen for their programmatic DOOH campaigns in real-time, with trusted data that’s purpose-built for the OOH industry, driving better analytics and campaign optimisation.

OIS said that it exclusively overlays proprietary contextual display tracking, including pre-verified display location and screen quality data, helping ensure ads are consumed by audiences as they should be in the real world.

Justin Singh, the CEO of OIS, shared that the investment in programmatic DOOH across APAC is growing at a pace and is set to experience significant growth over the coming years. 

He further shared that third-party measurement is integral to building a trusted marketplace and providing parity against other digital media.

“A first step in the programmatic DOOH verification journey, we’ll see more announcements this year, with a movement to other ‘on device’ verification solutions further aligning to the broader digital industry,” said Singh.