News

Talon intros platform for OOH purchasing/management

May 13, 2019

Talon Outdoor, an OOH media specialist company, has introduced two OOH tools to help customers reserve, check availability, gain customer data and other features. The tools include the Plato automated trading platform and the OOH data management platform Ada, according to a press release.

Plato aggregates OOH inventory into a campaign planning and deliver system, which allows customers to check OOH availability in multiple markets. Ada helps measure campaign effectiveness by managing and activating "device-level audience data points" to gain key insights into customer behaviors.

Talon designed both platforms through a collaboration with Sahaj Software, according to the release.

"The launch of Plato and Ada is a direct outcome of Talon's continued investment in technology and automation. We believe that these are catalysts that will scale our business and the footprint of OOH by bridging the gap between advertisers and their audiences," Josko Grljevic, chief transformation officer, Talon, said in the release. "Today's off-line and manual processes simply can't do that effectively nor can they compete with the real time nature of mobile and web. Our objective was therefore very clear — develop tools and services that allow our internal and external customers, to seamlessly engage with the OOH medium to deliver meaningful outcomes."