The recent restrictions due to COVID-19 have forced many digital out-of-home (DOOH) operators to temporarily turn off their screens. While this is not a positive situation, some media owners are using this time to take a step back and reevaluate how they are running their network.
To start, let’s look at how media owners are evaluating programmatic opportunity and the necessary technology.
Even though you are running ad campaigns with brands or agencies, there is a strong chance your network still has unsold inventory that is causing you to miss out on key marketing dollars from buyers. This whitepaper provides insights into how traditional sales, sales shops or programmatic can help you monetize your network; different transaction types and how to gain access to new buyers; and multiple ways to implement programmatic and the benefits to each.
Once you understand how programmatic works and the improvements you can make to monetize your network, then you are ready to evaluate SSPs. Because programmatic can seem complicated, understanding what to look for when evaluating a partner can be overwhelming. This guide provides key information to help you understand how an SSP works and the right questions to ask when evaluating software options. We know it’s tempting to look at an SSP as just a pipe to revenue. However, because DOOH is an emerging programmatic channel, simply connecting the pipes is not enough. You’ll want to look for an SSP with the functionality, team, and demand partners to reach your goals.
If you’re interested in learning more, our team is available to help answer questions or provide a demo of Vistar’s solutions - contact us.