Vistar Media, the leading global provider of software for programmatic digital out-of-home (DOOH), is partnering with DISPLAYCE, the leading France-based DOOH demand-side platform to launch the first real-time bidding open exchange for OOH in the French market.
This new collaboration with Vistar’s supply-side platform (SSP) will allow DISPLAYCE to leverage openRTB standards to enable a dynamic, open-market approach towards the channel. Previously, DISPLAYCE enabled automated transactions via direct orders and Private Marketplace (PMP) deals via RTB. Open exchange realizes the true promise of programmatic - letting data and audiences drive decisions about media purchasing, delivering powerful results for advertisers and significant incremental revenue for media owners.
“Over the past few years, media owners across the globe have increasingly embraced the idea of making their inventory available on the open exchange through an SSP; and DOOH saw strong growth in 2020 even during a difficult year,” said Chris Allison, Director of DSP Partnerships at Vistar Media. “As a result of these trends, activating OOH programmatically is more important than ever. We’re excited to extend the success we’ve seen in the Americas, APAC and EMEA into France, and we believe our partnership with DISPLAYCE with their advanced DOOH buying capabilities and their leading position in France will be instrumental in making this a reality.”
“The French market is ready to take the next step into programmatic DOOH,” said Laure Malergue, CEO at DISPLAYCE. “We have already seen tremendous success with our automated direct order system, and we’ve established great relationships with buyers and sellers across the marketplace. We’re looking forward to working with Vistar’s team and leveraging their market-leading SSP technology to finally bring the open exchange into France.”