WPP's Kinetic Automates Out-Of-Home Media Trading

Kinetic Worldwide, the WPP unit specializing in out-of-home marketing, said it is launching an automated trading platform that will gather major out-of-home (OOH) media owners under one roof. The company will collaborate with Bitposter, a trading platform for OOH media, on an integrated trading platform catering to such major OOH media owners in the U.K. as JCDecaux, Clear Channel U.K., Primesight, Exterion Media, Outdoor Plus, Ocean Outdoor, and Signature.

Using the Bitposter platform, Kinetic will integrate its planning system with the inventory of media owners to create a private marketplace. Kinetic said its clients will benefit from a more efficient and streamlined service that allows for improved data integration.

“This collaborative development will not only make the outmoded process of buying and selling OOH more efficient, but will help allow the growing scale of DOOH to reach its true potential,” stated Stuart Taylor, CEO Kinetic U.K. & Western Europe.

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