Adrian J Cotterill, Editor-in-Chief
Leading out-of-home advertising technology vendors Vistar Media and Broadsign have announced an excting mutual integration to their respective mediation layers which will enable an open, fair play auction regardless of which firm’s mediation layer is used. This collaboration lowers the operational burden for media owners while facilitating easier advertiser access to OOH inventory.
Eric Lamb, SVP, Supply at Vistar Media told us “Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry”.
For media owners using or planning to use both companies’ SSPs, the mediation layer integration enables them to streamline their programmatic inventory allocation. They can access media buyer demand from both platforms, without having to manage each one separately. Mediation will allow media owners to have both SSPs compete in a fair auction based on price, creating a level playing field and ensuring that media owners can maximize yield on any programmatically-sold inventory.
Frank Vallenga, Vice President of SaaS Sales, Broadsign said “As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches,” shared Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
Several media owners on both platforms have already activated mediation with excellent results.