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Atedra launches spin-off DOOH ad platform

June 28, 2022

Atedra, a provider of digital advertising solutions, has launched Adstanding, an independent spin-off company focused on over-the-top advertising (ads featured on streaming television shows). Initially, the demand-side programmatic platform will focus on digital out-of-home advertising, according to a company press release.

Adstanding's self-service application is designed for brands, media buyers and inventory providers for DOOH planning and buying. Advertisers can use Adstanding's platform to access a network of 250,000 digital screens across 30 different environments and generate more than 42 billion impressions each month. The company has formed partnerships with OOH media owners and programmatic platform providers across North America.

"We are excited to see Atedra spin out its OTT division into an independent company," Pierre-Antoine Fradet, CEO of Adstanding, said in the release. "Adstanding launches as a standalone company with 16 years of adtech expertise and 4 years of DOOH growth. We are incredibly proud of our achievements so far and the aggressive growth plan in front of us."

Programmatic DOOH spend in the U.S. will reach $533 million this year, up from $181 million in 2020, according to emarketer.com.

"Adstanding demystifies and simplifies programmatic buying and selling of DOOH, enabling any marketer no matter their level of OOH proficiency to execute innovative campaigns, create meaningful connections with consumers and deliver measurable ROI," Genevieve Michaud, VP of Alliances, Adstanding, said in the release.

At launch, Adstanding includes digital inventory located in North America. The company is working to grow its internal team, establish a presence in multiple markets and expand the platform to include additional marketing channels, including connected TV advertising for which the company has already integrated sources and is looking for more.