News

Amobee, Place Exchange launch OOH programmatic marketplace

December 20, 2018

Amobee, a digital marketing technology company, has partnered with Place Exchange to launch a programmatic marketplace for OOH media. Customers can bid for spots in real-time and plan and execute their campaigns, according to a press release.

Amobee's platform provides key data on audiences exposed to OOH advertisements as well as foot traffic conversion and other data points. With this data, marketers can get a better idea on how audiences are interacting with campaigns, and they can optimize or extend campaigns.

"The incredible growth of digital out-of-home as a medium speaks to how well it engages audiences and why it's an important element of any successful omnichannel advertising campaign," Ian Dallimore, director of digital innovation, sales strategy,  Lamar Advertising Company, said in the release. "By combining out-of-home with other digital media channels in the programmatic landscape, marketers are able to better understand audiences and apply learnings across their entire, integrated campaign for maximum results."