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Ayuda intros mobile data-based real-time DOOH ad solution at DSE16

Ayuda Media Systems, an ad tech company specializing in software for out-of-home media owners, announced at Digital Signage Expo 2016 a new real-time ad-serving and targeting platform based on mobile data for the digital out-of-home industry.

March 16, 2016

Ayuda Media Systems, an ad tech company specializing in software for out-of-home media owners, announced at Digital Signage Expo 2016 a new real-time ad-serving and targeting platform based on mobile data for the digital out-of-home industry.

The company said it has introduced functionality to its programmatic supply-side platform for DOOH media owners that enables real-time, non-predictive ad serving to target niche audiences and custom behaviors by leveraging data science to analyze mobile device concentration. The platform also offers attribution capabilities that measure how many devices were sighted in front of a DOOH asset, served an ad, and later visited a geofenced location such as a retail store.

“We've been testing this functionality globally in private marketplaces with premium guaranteed inventory for the past five months, and the response from buyers has been phenomenal," Ayuda founder and CEO Andreas Soupliotis said in the announcement. "Display, mobile and video-savvy buyers appreciate that algorithms move creative around non-predictively to retarget a niche audience within a DOOH network based on mobile device concentration. We're essentially equipping DOOH media owners with location-based cookies, which helps them tap into new digital revenue streams."

In addition to introducing real-time DOOH ad serving capabilities, Ayuda also said it introduced attribution capabilities to its self-serve buying platform that help buyers measure the effectiveness of DOOH campaigns. Data science algorithms are used to establish a one-to-one match of devices that were observed in line-of-sight of a DOOH asset when an ad was served, and were later observed in a pre-defined geofenced area. Retailers are particularly interested in visitation-based attribution capabilities, the company said.

In the U.S., Ayuda has partnered with AirSage to feed its ad serving and attribution platform using AirSage data. AirSage is an aggregator of anonymous signaling data from cellular networks that processes more than 15 billion geotemporal signals each day derived from 100 million devices. AirSage's data science team has worked closely with Ayuda's team to derive niche audiences and custom behaviors from raw signal data, the company said. AirSage Director of Business Development Ryan Kinskey said, "I'm thrilled to be working with Ayuda to deliver a rinse, lather and repeatable, state-of-the art ad serving and attribution solution that unlocks the power of AirSage data."

The company also noted that its new ad serving and attribution platform does not require media owners to convert their signage platforms and players to Ayuda. With advances in HTML5, Ayuda said it has successfully served ads to non-Ayuda players without the need for an API integration. "We designed this from day one to work with heterogeneous environments so that the barrier to entry could stay low," Soupliotis said.

"With our updated platform, DOOH creative essentially chases a niche audience throughout the day with playout decisioning guided in real-time by mobile signals, and we're linking it with in-store visitation traffic," he added. "That's programmatic execution. And while building programmatic pipes between buyers and sellers is all the rage, we believe programmatic execution from mobile data is the real needle mover to tap into mobile budgets."