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Audience company launches 'programmatic' buying solution for DOOH networks

July 18, 2013

Audience buying company Xaxis recently launched Xaxis Places, a new programmatic platform that allows advertisers to buy digital out-of-home ad inventory across more than 100,000 screens via real-time-bidding. Integrated within the Xaxis Data Management Platform, Xaxis claims its Places is the first programmatic product to allow brands to buy DOOH inventory in full coordination with their overall digital media programs.

Xaxis Places provides brands with the ability to link the messaging that consumers experience on their computers, smartphones and tablets with the messaging these same consumers see when they are on the go — via DOOH screens in locations such as taxis, hotels and malls.

To do this, Xaxis partnered with WPP's Spafax Networks who created a proprietary, extensible database of audience segments indexed to specific geolocations and connected it to the Xaxis audiences that a brand is reaching via its display, online video, social and mobile campaigns. Through Xaxis Places, advertisers can plan, execute and measure their DOOH campaigns, at scale, with valuable precision, the company said.

"Xaxis Places is the first solution to pair the flexibility and segmentation of programmatic audience buying with the high visibility and real-world reach of digital out-of-home," Xaxis COO Mark Grether said in the announcement. "Xaxis Places allows brands to greatly refine who they're actually reaching with their digital out-of-home buys, minimizing waste and improving overall campaign impact."

More than 1.4 billion monthly, digital-out-of-home impressions will be addressable through Xaxis Places at launch via screens in various locations including taxis, shopping malls, doctor's offices, stadiums, gas stations, office buildings and hotels, among others, the company said. Xaxis Places is fully trackable via advertisers' third-party ad servers and all screens are Nielsen/Arbitron measured, it said.

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