Programmatic platforms for digital out-of-home (DOOH) Vistar Media and Place Exchange have announced a mutual support for each other’s mediation solutions to enable unified auctions for media owners.
The variety of programmatic platforms available today can create operational complexity for media owners. Mediation allows DOOH networks to access demand from all available pipes, while still creating a centralised auction where that demand can compete.
With a mediation solution, all SSPs put forth the winning bid from their connected buyers, and the mediation layer conducts an impartial auction to select the highest price from across those bids. This creates a level playing field, and ensures that media owners can maximise yield on any programmatically-sold inventory.
Place Exchange and Vistar Media each operate leading global SSPs in the programmatic OOH space, and also each offer a mediation solution. With this announcement of interoperability, media owners will be able to select the mediation solution of their choice and access demand opportunities made available through either of these SSPs.
Eric Lamb, SVP, supply at Vistar Media said: “While healthy competition can drive our industry forward, ultimately the needs of our customers come first, and in this case cooperation is the only responsible move to deliver value to media owners.
“Creating a unified auction is critical to unlocking programmatic’s ability to increase rates through competition, and all of our mutual customers will benefit.”
Nick Bennett, SVP, partnerships at Place Exchange said: “With continued triple-digit growth in programmatic OOH ad spend driven by an increasingly varied mix of demand sources, the ability for our publishers to maximise yield and reduce complexity is paramount."
Mediation also reduces the technical burden for media owners to support multiple integrations. A media owner can now choose a single SSP to mediate programmatic auctions across multiple SSP partners, allowing them to focus on one technology partner while still benefiting from multiple monetiation partners.
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