Montreal-based adtech company Hivestack has launched a new version of its DOOH platform that it says is designed to simplify the complex programmatic ecosystem and make buyers’ jobs more efficient. 

Called Hivestack Curate, the new tool increases the control buyers have over their campaigns, the company advised in a release. The update includes new capabilities that allow users to select specific inventory for their campaigns based on their business goals under a single unified ID. This was designed to save time for buyers trying to navigate DOOH inventory across silos – different media owners and screens, all operating with separate deal IDs – when planning their campaigns.

The updated platform also allows buyers to create custom audiences by integrating first and third-party data for their planning process, and measure the results of the campaign with tools available on the platform. It offers inventory from over 390 media owners across more than 35 markets.

“Hivestack Curate provides DOOH buyers with enhanced tools to operate and navigate the fragmented and complex programmatic landscape, enabling them to have more control and autonomy to strategically curate their supply inventory in a transparent and centralized platform,” said Andreas Soupliotis, CEO and founder of Hivestack, in a release. 

Hivestack is launching the platform after partnering in May with Yahoo to make its inventory of screens more accessible to advertisers. Since then, advertisers and their agencies can access Hivestack’s DOOH inventory globally through Yahoo’s DSP.

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