• by Erik Sass  @eriksass1, December 8, 2014

Outfront Media, formerly known as CBS Outdoor, has joined forces with Videri, a technology start-up, to create a new digital outdoor advertising that will enable advertisers to target audiences more precisely. The new platform will combine addressable displays with programmatic capabilities, cloud distribution and addressable ad infrastructure.

Scheduled to launch in the first half of 2015, the Outfront platform will connect to the full range of the company’s digital displays, including large-format billboards, transit displays and various small screens.

The media management component includes a real-time dashboard for advertisers and media agency clients, showing data on campaign performance information and audience analytics. It will also integrate with programmatic buying systems and offer a variety of media services intended to simplify agency workflow.

The new platform from Outfront Media, which rebranded from CBS Outdoor in October of this year, is part of a wave of new capabilities for digital delivery of advertising outside the home, often in conjunction with mobile media.

Last November, mobile ad platform xAd unveiled a new retargeting tool linking out-of-home and mobile ads based on location, developed in conjunction with out-of-home communications agency Posterscope. Another system, launched around the same time by Verve Mobile and Vistar Media, links digital-out-of-home and mobile screen inventory and makes them available for programmatic buying.

In July, ADstruc brought its strategic data-based audience targeting system to outdoor advertising, giving clients with the ability to identify and reach consumers in-market and at specific locations related to their brand research or purchasing process.

Kinetic Active, a full-service in-house shop launched by Kinetic in May 2014, created the Kinetic Active Exchange, making digital out-of-home display available for programmatic buying to big advertising clients via Kinetic parent company WPP.

Overseas, IPG Mediabrands’ Cadreon formed a consortium with two Australian companies, Brandscreen and Site Tour, to create a digital out-of-home advertising network that can carry programmatically traded media down under. The network incorporates technology that allows advertisers to dynamically deliver addressable media related to the content consumers are viewing on their own mobile devices.