Digital Outdoor Advertising Partners with Vistar Media to Bring Programmatic Revenue to Billboard Operators
The goal of the partnership is to connect willing advertisers to unsold billboard inventory, the companies say.
New York City-based billboard company Digital Outdoor Advertising announces a new partnership with New York City-based Vistar Media, an advertising platform that provides a comprehensive suite of technology services to out-of-home advertising media owners. Vistar’s products help media owners monetize unused inventory and centralize sales and operations.
Under the partnership, independent billboard operators who are part of the DOA network will be able to sell their inventory into the marketplace through Vistar’s supply-side platform. According to the two companies, when billboard operators have a surplus of inventory currently, that inventory often goes unsold. Now they can tap into the Vistar SSP and connect with an entire ecosystem of digital buyers.
Digital Outdoor Advertising has a network of more than 6,000 billboards across the U.S. and Canada.
“We are committed to providing our independent operators with the best solutions for monetizing their inventory, so partnering with the leading programmatic platform, Vistar Media, was a natural decision,” says Christine Lanziano, partner and president of DOA. “Through Vistar, the network of DOA affiliates will access completely new revenue streams from digital advertising agencies and trading desks that was not available to independent operators previously. This represents a perfect complement to the advertising campaigns that DOA is currently running from out-of-home specialists and brands directly.”
Through Vistar’s programmatic monetization platform, billboards can passively earn revenue from national brands that programmatically purchase digital out-of-home campaigns. In addition, billboard owners may now make their inventory available through private marketplace deals that are curated by Digital Outdoor Advertising and offered to digital ad buyers, further exposing independent billboard owners to new sources of revenue from national advertisers and maximizing their monetization opportunity.
