DOmedia, a technology provider for planning and buying out-of-home (OOH) advertising, on Monday said that it launched a supply-side platform (SSP). The new cloud-based platform will bring buyers and OOH media companies together on the same platform to enable them to create interactive media maps, generate proposals and improve communication.
DOmedia handles all the major OOH formats: billboards; transit media (bus, subway); street furniture and mall media; alternative media (street teams, event marketing, sampling, mobile billboards); and digital out-of-home.
The SSP “gives us two big steps going forward to a programmatic future,” said Adam Malone, VP of market supply, DOmedia. “We have a DSP platform already, now we‘ll have an SSP. We’re looking at this as a way for customers to improve their sales and make doing business easier. We’ll allow the media sellers to make their inventory available to programmatic DSPs."
He added, "the biggest issue we’ve found with programmatic buying is that not enough media sellers have real-time inventory and pricing available.” By building the SSP, DOmedia will offer inventory availability and pricing in a systematic way. This, Malone said, is a necessary step on the path to programmatic.