DOOH Advertising

Place Exchange launches geospatial for mobility media in DOOH

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December 1, 2022

Place Exchange, a major supply side platform for OOH, has launched geospatial ad units, according to a press release.
The change makes it possible for marketers to purchase ads based on geographic location (such as zip code), particularly in mobility media (transportation-based advertising) such as Curb, Lyft Halo, Uber OOH, and more.
The goal is to optimize location targeting for advertisers using demand side platforms.
"Firefly was motivated to partner with Place Exchange when we first released geospatial ad units to market as we saw a critical need to accurately represent our inventory to buyers accessing it programmatically," Roey Franco, SVP of product at Firefly, said in the release. "We are now thrilled to see Place Exchange push this approach forward as the standard for all mobility media. It's a win-win situation: buyers benefit from precise planning and targeting, and as a publisher we are seeing more than two-times lift in revenue on Place Exchange campaigns once we shifted to the geospatial model."