IBO COOP Speedway, the marketing machine of IBOUSA, a networking group of independent media owner across the US, today announced a partnership with Place Exchange, the leading supply-side platform for pOOH media, to deliver reach, frequency, and impression measurement via Place Exchange’s PerViewTM product.
“Most of our IBO Associates have known that I’ve been searching for years for an affordable option for OOH impression measurement that could be deployed 10,000 times fast,” said Chris Cowlbeck, General Manager of IBOUSA and champion of the co-op structured IBO Speedway that aggregates IBO Associates inventory. “My involvement with the Media Rating Council (MRC) data audit committees helped me gain the insight I needed to understand how Place Exchange handles impression measurement with buyers that connect to their platform. This opened the door for a simple solution and the icing on the cake is PlaceExchange’s willingness to seek accreditation and submit to the scrutiny of the MRC process and audit once the OOH Standards have been finalized, hopefully in 2022,” Cowlbeck continued.
“The ability to accurately measure OOH reach and frequency, as well as transact on an impression basis, is a fundamental requirement for media in today’s world,” said Ari Buchalter, CEO of Place Exchange. “As we saw more and more marketers buying OOH programmatically, there was a clear need for a solution that could deliver reliable reach and frequency measurement for both buyers and sellers.”
“We are in the process of curating the inventory connected to the IBO Speedway at this time and expect the early adopters will have results very early in 2022,” said Cowlbeck. “This affordable data will be provided monthly for participating IBO Associates using a very sensible price formulation using distributed data sheets, then accessible by computer API as the various connections are enabled. We plan on making the collective data through the IBO Speedway available to the buy side so they can save time and effort on their campaign administration in one easily accessible interface.”
“At the end of the day, the big prize in the OOH industry is the ability to capture spend from other channels,”
“At the end of the day, the big prize in the OOH industry is the ability to capture spend from other channels,” said Buchalter. “OOH offers unsurpassed reach, audience engagement, brand safety, and cost effectiveness, but in order to unlock those benefits and shift budgets, it’s critical that OOH can be planned, executed, and measured through the same platforms, methods, and metrics as other channels. We’re excited by the potential for PerViewTM to bring a level playing field when it comes to the measurement of reach, frequency, and impressions for OOH.”
About IBO Speedway
The IBO COOP Speedway is a cloud-based set of data solutions and technology “tools” that enable our IBO Marketing team to aggregate inventory information from just about any source and deliver data to just about any buyer or operator in any fashion.
IBO Marketing has grown to over 250 companies with about a 90K face footprint and uniquely functions on a break-even basis to represent the IBO Associates as a cooperative manager, much like a wheat farming coop. Our centralized technical effort enables a one-stop functionality for buying interests whether automation assisted, programmatic or the good old-fashioned manual way.
About Place Exchange
Place Exchange is the leading SSP for programmatic out-of-home 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. Place Exchange’s unmatched premium supply ecosystem adheres to its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access untapped programmatic ad spend with full transparency and control.
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