Digital out-of-home (DOOH) advertising companies Vistar Media and Broadsign have collaborated on a mutual integration of their respective mediation layers. This integration enables an open and fair auction regardless of which firm’s mediation layer is used, lowering the burden for media owners and making it easier for advertisers to access programmatic OOH inventory.
Within programmatic advertising, mediation layers and mediation platforms provide access to multiple ad networks. In addition to simplifying access for buyers, on the publisher side, mediation checks the CPMs of various ad sources, filling the impression with the highest one. This creates a more fair auction and ultimately increases revenue yield for publishers.
For media owners using or planning to use both Vistar’s and Broadsign’s SSPs, the integration of mediation layers enables them to streamline programmatic inventory allocation by accessing media buyer demand from both platforms, without having to do it separately.
“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition,” says Eric Lamb, SVP of supply at Vistar Media. “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.”
In addition to operating its own SSP, Montreal-based Broadsign has a stable of over one million static and digital signs along roadways, as well as in airports, shopping malls, retail centers, health clinics, transit systems and electric vehicle charging stations.
Broadsign released the updated version of its OOH platform earlier this year, and introduced header bidding last year. On the partnership front, it also teamed up with StackAdapt in January to make it easier for media buyers to expand audience reach and drive increased activity across digital channels,
New York-based Vistar Media operates a comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). In addition, the company offers infrastructure software for media owner networks, via its Vistar Ad Server and device and content management platform (Cortex).
