Intersection, who we think probably ought to be more focussed on making sure their LinkNYC units work properly AND have proper paid-for advertising campaigns running on them, have just launched ‘Place Exchange’, a platform that they say is designed to bring the full benefits of programmatic buying to out-of-home and place-based media.
Integrated with leading DSPs, Place Exchange’s patent-pending technology offers agencies and advertisers the opportunity to fully unify buying and measurement of out-of-home media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.
Lewis Rothkopf, General Manager of Media and Growth Channels at MediaMath told us “Place Exchange adds out-of-home to the omnichannel marketing mix so advertisers can provide seamless, relevant and engaging experiences to consumers. Our clients are incredibly excited to explore the power of out-of-home media and execute campaigns in the same way they can with other digital channels.”
Place Exchange’s initial DSP partners will include MediaMath, Amobee, dataxu, and AdTheorent. Place Exchange is also in discussions around integrations with other leading platforms including Appnexus.