Announcing the First OOH Programmatic Omnichannel Campaign
MediaMath and Place Exchange Integration
Integrating OOH with the Rest of the Media Mix
Two companies have placed out-of-home on ‘equal footing’ with ‘other programmatic channels’
In a press release, MediaMath announced an ‘integration’ which enables advertisers, agencies and trading desks via one dashboard, to plan, buy and post a programmatic campaign across display, mobile and out-of-home screens. The process or ‘integration’ is in cooperation with and unifying DOOH planning and buying platform, Place Exchange.
Dave Etherington, Chief Commercial Officer of Place Exchange, said, “With Place Exchange, we can finally seamlessly unify OOH with online, mobile, and other programmatic channels.”
Both MediaMath and Place Exchange believe this is a landmark step which will accelerate the transformation of OOH into a truly programmatic medium and become the first true programmatic exchange for OOH and place-based media.
Karen Chan, Director, Emerging Channels, MediaMath, said in the release, “For decades, advertisers have been forced to split channels apart due to technical differences, data disparities, or other factors that stood in the way of a customer-centric approach. That is now finally changing. We can run out of home programmatically and help brands directly reach their audiences where they live, work and play.”
See the press release here MediaMath and Place Exchange Deliver Industry’s First Out of Home Programmatic Omnichannel Campaigns