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Vistar Media extends services to offer audio-only OOH

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October 8, 2021

Vistar Media, a provider of programmatic technology for DOOH has extended OpenRTB integrations to include audio-only out-of-home, according to a company press release.

The Trade Desk is the first omnichannel demand-side platform to support this extension, allowing them to programmatically purchase audio inventory from networks such as Vibenomics.

"With the growth we've seen from both DOOH and audio as separate emerging channels, it was the logical next step to expand our omni-channel offering into audio OOH," Maggie Mattingley, senior manager of Inventory Partnerships, The Trade Desk, said in the press release. "Through Vistar's new audio capability, we continue to provide the best possible digital media available for advertisers and agencies to deliver a holistic digital advertising campaign."

Audio OOH allows brands to influence consumers with messaging blended into a retail environment.

"Exposing our unique audio inventory to omnichannel DSPs such as The Trade Desk to transact against audio OOH is a logical next step in the growth trajectory for our network and the industry at large," Paul Brenner, CSO and president of AOOH, Vibenomics, said in the release. "The reach of our audio network combined with Vistar's market-leading SSP capabilities helps the buy-side flex their programmatic spending, target specific market areas, provide brand support and measurement such as incremental lift and return on ad spend."

Founded in 2012, Vistar provides marketers with access to consumers through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and OOH media.

Vibenomics, Inc. provides revenue enhancement for over 120 advertisers in more than 6,000 locations across 49 states, reaching over 200 million people.