Programmatic Mediation Launched By @VistarMedia

Adrian J Cotterill, Editor-in-Chief

Vistar Media has launched a mediation solution for digital out-of-home. Mediation allows networks to create a unified auction for inventory across multiple supply-side platforms (SSPs). This reduces operational complexity, and ensures that ad impressions are sold at the best possible price.

Many media owners today fragment their inventory across multiple SSPs in order to maximize potential demand. This practice limits one of the key benefits of programmatic – creating a competitive marketplace to increase rates in response to demand. Mediation enables publishers to optimize yield across multiple sources, by creating a centralized auction where each SSP competes on the basis of price. All SSPs put forth the winning bid from their connected buyers, and the mediation layer then conducts an auction to select the highest price from across those bids.

Eric Lamb, SVP, Supply at Vistar Media told us “As the marketplace evolves, our job is to provide media owners with the best possible tools to maximize revenue and yield for their networks, so it was a natural decision to provide streamlined access to any SSP a media owner requires“.

Activating mediation is a simple process that requires no additional technical integration for any media owner currently connected to the Vistar SSP. Current Vistar SSP customers can contact support for more information on how to get started.

“With mediation now offered as a capability of the Vistar ad server, we will be able to maximize our yield on every impression and streamline programmatic operations to meet demand across SSP partners,” said David Kovall, VP of Digital Partnerships, GSTV.

In addition to the SSP, Vistar provides a suite of software for powerful network, device and inventory management. Some of the world’s most sophisticated DOOH networks rely on the Vistar Ad Server and Cortex as critical components of enterprise infrastructure.

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