Vistar Media Partners with Epsilon (part of Publicis Groupe)
Vistar Media Partners with Epsilon to Extend Data to Digital Out-of-Home Messaging
NEW YORK – – Vistar Media, the leading global provider of software for programmatic out-of-home, today announced that it is partnering with Epsilon, the leader in outcome-based marketing and part of Publicis Groupe, to provide access to Epsilon’s rich consumer data in the Vistar demand-side platform (DSP). The partnership will allow clients to increase relevancy and reach of their messages through digital out-of-home (DOOH) channels.
“Our buyers are eager to apply Epsilon’s unique audience segments – especially in the B2B, health, and lifestyle categories – to their DOOH activations,” said Laura Kasakoff, Data Partnerships Director at Vistar Media. “We are excited to expand the ability for Epsilon’s segments to be available to Publicis and all of Vistar’s buyers alike.”
Vistar Media is the only programmatic DOOH platform to offer movement-based targeting, which leverages time as well as location to match out-of-home media purchases to real-world audience movement patterns. Vistar’ technology safely ingests Epsilon audiences, then analyzes the specific times and places an audience has the highest propensity to be and identifies all DOOH screens that match that movement pattern. Vistar will then programmatically bid on the inventory that fits the desired criteria and serves an ad.
Epsilon has built and strengthened its data assets for more than 40 years and today manages the industry’s top-ranked consumer database. The company’s datasets include a wide range of categories including demographics, lifestyles, financials, purchase behaviors, health, tech and automobiles. In addition, Epsilon has more transactional data for marketing purposes than any other company, and its proprietary consumer survey, Shopper’s Voice, is the largest single-sourced customer survey in the market.
“Digital out-of-home is an increasingly addressable channel, and we’re excited to work with Vistar Media to bring our industry-leading consumer data to brands that want to reach consumers when and where they are most receptive,” said Kyle Antoian, Managing Director, Data, at Epsilon. “We’ve spent decades investing in our data assets, and Vistar Media’s clients can be assured that they have the coverage and accuracy needed to help drive performance.”
“nutritional label” equivalent for audience data sets that discloses information to help buyers determine audience data quality
Epsilon was among the first companies to participate in the IAB Tech Lab’s Data Transparency Standard and Compliance Program in 2019. The program provides buyers with a “nutritional label” equivalent for audience data sets that discloses information to help buyers determine audience data quality.
Several Publicis clients are already taking advantage of Epsilon’s data-driven audience targeting capabilities within their media mix, and we’ve proven impressive success with clients’ extension into out-of-home. “We are excited to bring even more granular targeting to DOOH for Publicis Media’s clients. Working with Epsilon and Vistar, we can drive real business outcomes, pairing best-in-class data with dynamic targeting to reach the right person at the right time in the physical world,” said Su Kwon, VP, Emerging Channels at Publicis Media’s global investment arm Publicis Media Exchange (PMX).
About Vistar Media
Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Founded in 2012, Vistar created the first and only universal marketplace for out-of-home media, building a programmatic platform that has been widely adopted by buyers and sellers. Vistar provides marketers with unprecedented access to consumers at the right place and right time, through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and out-of-home media. For more information, visit www.vistarmedia.com.
Epsilon is the leader in outcome-based marketing. We enable marketing that’s built on proof, not promisesTM. Through Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency, Epsilon helps marketers anticipate, activate and prove measurable business outcomes. Powered by CORE ID®, the most accurate and stable identity management platform representing 200+ million people, Epsilon’s award-winning data and technology is rooted in privacy by design and underpinned by powerful AI. With more than 50 years of experience in personalization and performance working with the world’s top brands, agencies and publishers, Epsilon is a trusted partner leading CRM, digital media, loyalty and email programs. Positioned at the core of Publicis Groupe, Epsilon is a global company with over 8,000 employees in over 40 offices around the world. For more information, visit epsilon.com.
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