Clear Channel Outdoor (NYSE: CCO), one of the world’s largest Out-of-Home advertising companies, and Place Exchange, a leading SSP for programmatic OOH and place-based media, announced a full integration granting digital media buyers access to Clear Channel Outdoor’s digital OOH displays through omnichannel DSPs.
Wade Rifkin, SVP, Programmatic, Clear Channel Outdoor told us “It’s critically important to make emerging programmatic channels easy to plan, buy and optimize. Place Exchange shares that philosophy and has productised around it, so we’re excited to work with them and their unique set of DSPs and programmatic traders. As OOH continues to grow and deliver results, we believe our data-driven programmatic solution will help brands connect with their consumers at national scale and allow them to activate in a way that aligns with other digital media.”
This partnership comes as marketers lean further into data-led media solutions, including programmatic OOH, to understand and plan against new consumer travel patterns that emerged during COVID, and continue to evolve as consumers rev up for summer road travels.
Clear Channel Outdoor is the latest DOOH media partner to join the extensive Place Exchange ecosystem of premium publishers, providing digital media buyers seamless access through direct integration with leading DSPs such as The Trade Desk, Amobee, Ubimo, MediaMath, and Roku’s OneView platform.
Nick Bennett, VP, Partnerships, Place Exchange said “Place Exchange is committed to transforming the entire OOH channel to be truly programmatic for buyers and sellers. With this partnership, Place Exchange provides digital buyers programmatic access to Clear Channel Outdoor media within the DSP platforms they use daily. The ability to not only buy, but also to deliver unified reporting and measurement for OOH media with other channels, has changed the way programmatic marketers think about OOH, and has unlocked significant new demand for our media partners. We’re thrilled to partner with Clear Channel on our journey to transform the medium.”
The integration enables programmatic buying via private deals of Clear Channel Outdoor’s unmatched array of premium media across the U.S. This includes Clear Channel Outdoor’s digital billboards and posters, spectaculars, airport media, bus shelters, and commuter rail stations, reaching over 100 million people monthly. Moreover, this enables digital marketers to easily discover, buy and measure Clear Channel Outdoor media directly alongside other programmatic channels like digital and mobile.