The Tail may be Wagging The Dog
Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar join
to define DOOH Inventory for Programmatic
The press release below, reporting ‘Six leading digital-out-of-home (DOOH) technology platforms – Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media, coming together to bring standardization to digital-out-of-home venues,’ is very noteworthy news.
Whether you are a buyer, seller or supplier in Out of Home, this is a significant announcement.
If these six ad tech competitors are able to achieve an Industry wide level of cooperation as it has among each other, the result of standardization, among other things, will impact how an OOH media owner defines and consequently, sells, their inventory.
That’s not a bad thing. Standardization, in terms of more accurate definition and ease of identifying format, could arguably ease the sales process when it comes to Digital Out of Home seller and buyer, thereby offering clarity in understanding inventory opportunities. As well, it could lead to enhanced audience targeting and create a more even playing field for all providers and planners.
It might even eliminate one more obstacle to the much over used term, ‘OOH is difficult to buy,’ objection and as part of the grander game plan, bring us closer to something we all desire,
increased OOH revenues.
I am slightly concerned though, the tail, may very well be, wagging the dog. But the dog(s) seems to be other directed, as in ‘let sleeping dogs lie’ or ‘that dog don’t hunt’. (choose what ever dog expression you are most comfortable with). Despite what’s up with the dog, it does not diminish the worthy action taken by the ad techies.
Nevertheless, why hasn’t the OOH Industry(read Big 3), DPAA or OAAA taken this lead? Does their missing mention from the communication indicate they are not involved? Perhaps they are involved and they just haven’t mentioned it yet. Let’s not dwell on that and leave for high hope the aforementioned three (the proverbial lead dogs) will get in front to guide this praiseworthy effort by the Digital OOH ad tech platforms.
Here is the official press release below.
Be sure to click the link, ‘Available here’ for the ‘set of standards’, which maybe your formats’ new classification or inventory reference in the near future.
Ad Tech Leaders Unite to Establish
New Programmatic DOOH Standards
Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media join forces
to deliver parameters for defining DOOH inventory in programmatic transactions
NEW YORK — Six leading digital-out-of-home (DOOH) technology platforms – Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media, announced that they are coming together to bring standardization to digital-out-of-home venue (DOOH) data and help drive programmatic DOOH forward.
Today, the consortium of ad tech innovators released a new set of recommendations, aligned with OpenRTB2.5, for labeling DOOH inventory in programmatic marketplaces based on screen type, audience and environment. Ensuring a mutual understanding between the DOOH buyer and seller in the bid stream and during the media transaction, these standards open up new inventory discovery opportunities, improve targeting, and promote greater knowledge equality within the programmatic DOOH industry.
A range of naming conventions are used across DOOH transactions today to classify the same type of screen and venue. For example, “Retail” and “Mall” have historically been used interchangeably. In a programmatic marketplace, this nomenclature variation introduces challenges for DOOH transactions, which typically involve inventory from multiple publishers selling via different supply-side-platforms (SSPs). The new set of recommendations aims to bridge that gap, and reduce fragmentation. It provides DOOH publishers and SSPs with a common set of specifications for identifying DOOH venues and screens by specific geospatial and physical parameters and describing the associated conditions, environment and/or surroundings. “Retail,” for instance is classified as a “Parent” account with “Mall” considered a “Child” account underneath it along with other “Child” accounts such as “Gas Station,” “Pharmacy,” or “Grocery Store.”
Available here, this new set of standards represents the first in a series of ongoing collaborations from the consortium aimed at developing and delivering global taxonomy and standards that can help propel DOOH into the programmatic ad tech mainstream.
Adomni is a programmatic advertising platform that easily connects brands and agencies with on-the-go consumers via real-world digital screens. Currently, the Adomni platform offers access to over 60 billion monthly impressions on hundreds of thousands of digital screens across the U.S., Canada, Europe and Australia. Learn more at www.adomni.com
Broadsign is making it easier than ever for publishers, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering 187,000 digital screens in airports, shopping malls, health clinics, transit systems and more. The Broadsign platform enables marketers and agencies to easily book screens and has helped brands like Pepsi, Turkish Airlines, The UFC, Unilever, Volkswagen, John Lewis and more, launch successful programmatic DOOH campaigns.
About Place Exchange
Place Exchange is the leading SSP for programmatic out-of-home and place-based media. Integrated with omnichannel DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. For OOH media partners, Place Exchange offers the opportunity to access programmatic ad spend with full transparency and control.
About Verizon Media
Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect.
VIOOH is a leading global digital out of home marketplace. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic. VIOOH is live in 17 markets globally and trading programmatically in eleven markets, with more to come.
About Vistar Media
Vistar Media is the world’s leading end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar Media’s demand-side platform (DSP) and supply-side platform (SSP) empower buyers and sellers to easily transact on DOOH inventory while applying intelligent data insights that improve media performance. Vistar’s SaaS solutions deliver enterprise-grade solutions for monetizing and operating digital signage networks at any scale. Founded in 2012, Vistar Media is headquartered in New York City and has offices across the United States, Canada, the United Kingdom and Australia.