DOOH company Vistar Media has launched a new self-serve platform called Deals Discovery.

Through Deals Discovery, buyers can browse custom packages across Canadian DOOH media providers and create, buy and execute media plans. All inventory is aggregated on the platform, allowing buyers to apply universal targeting and measurement across the inventory.

Deals Discovery allows numerous media transactions, including open exchange, direct negotiated and storefront private marketplace (PMP) deals.

Canadian partners include Captivate Canada, Rouge Media, Zoom Media and others. Current Vistar self-serve clients include Adobe, Publicis Media and Amobee.

Barb Huggett, GM of Captivate Canada, said the platform is ideal for sellers because it increases their exposure. “This platform will allow us to showcase Toronto-specific offerings to buyers who may not be familiar with our programmatic capabilities,” she said.

Martin Poitras, president and CEO of location-based media company Rouge Media (which has several niche networks including a campus network and both a women and men’s lifestyle network), said the opportunity for media owners lies in the buyers’ customization options. “It allows media owners like us to create customized deals in the demographic-specialized venues and media we offer,” he said.

Vistar, originally a U.S.-based company, opened its Canadian outpost in September of 2017. Its specialty is in data-driven and programmatic OOH, allowing clients to use consumer location data to serve them digital OOH ads. This is the company’s first self-serve marketplace.