Global advertising technology Amobee has launched out-of-home (OOH) capabilities on its platform for the Australian market, as a result of a partnership with Vistar Media, a programmatic technology company for digital out-of-home (DOOH).
This partnership allows for the integration of DOOH into omnichannel marketing strategies, in accordance with openRTB standards.
By integrating with the Vistar supply-side platform (SSP), Amobee can now provide the programmatic flexibility, measurability and targeting options that clients demand to OOH as well as online media.
"Understanding audience movement patterns and habits is more important than ever, especially in light of recent global developments affecting mobility,” Amobee head of sales Andrew Dixon says.
“We have a strong history using our location capabilities to power OOH planning and measurement, so activating DOOH directly within our platform was the final step for us in providing brands and agencies with end-to-end DOOH capabilities.
"Our partnership with Vistar Media supports real-time audience based buying specifically for Australian customers, with their vast supply, technology and service allowing us to add DOOH to our best-in-class omnichannel advertising solution."
Vistar Media sales director ANZ Ben Baker says the partnership will help connect marketers, media owners, and audiences "like never before".
“As a partner, Vistar Media provides industry-leading tools for those utilising the Amobee platform to reach their desired audiences across unique OOH media and measure the real-world impact of their campaigns," Baker says.
OOH inventory is now available for purchase on the Amobee demand-side platform (DSP).
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.