DOOH Advertising

Vistar, Broadsign announce DOOH partnership

Courtesy of Adobe Stock.

March 21, 2023

Vistar Media, a programmatic DOOH advertising technology solutions firm, has partnered with Broadsign, a digital signage and technology firm, to integrate their respective mediation layers in a move designed to streamline programmatic advertising for users of their supply side platforms, according to a press release.

"Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition," Eric Lamb, SVP for supply at Vistar Media, said in the release. "We've already seen significant value delivered to media owners activating mediation and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry."

"As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches," Frank Vallenga, VP of SaaS sales at Broadsign, said in the release. "Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys."