Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH), announced the extension of OpenRTB integrations to include audio-only out-of-home. The Trade Desk is the first omnichannel demand-side platform (DSP) to support this extension, allowing them to programmatically purchase audio inventory from networks such as Vibenomics.
An emerging category within the out-of-home media landscape, audio OOH allows brands to influence consumers with engaging messaging seamlessly blended into a retail environment.
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“With the growth we’ve seen from both DOOH and Audio as separate emerging channels, it was the logical next step to expand our omni-channel offering into audio OOH,” said Maggie Mattingley, Senior Manager of Inventory Partnerships, The Trade Desk. “Through Vistar’s new audio capability, we continue to provide the best possible digital media available for advertisers and agencies to deliver a holistic digital advertising campaign.”
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“Exposing our unique audio inventory to omnichannel DSPs such as The Trade Desk to transact against Audio Out-of-Home is a logical next step in the growth trajectory for our network and the industry at large,” said Paul Brenner, CSO and president of AOOH, Vibenomics. “The reach of our audio network combined with Vistar’s market-leading SSP capabilities helps the buy-side flex their programmatic spending, target specific market areas, provide brand support and measurement such as incremental lift and return on ad spend.”
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