Verizon Media has announced that its demand-side platform can now offer advertisers access to all addressable, programmatic digital out-of-home inventory in the U.S., and extended access into Canada.
The expanded reach is through a new partnership that gives the DSP access to the publisher network of out-of-home supply platform Place Exchange.
Place Exchange operates a network of OOH displays spanning digital billboards, urban panels, transit shelters and other place-based inventory. Publishers include the largest OOH and place-based media companies in the U.S. and Canada, including Clear Channel Outdoor, Intersection, Lamar and Outfront Media.
Place Exchange also supports third-party measurement partners to track DOOH impression delivery, and enables retargeting, audience analytics, and attribution on par with other channels, according to the company.
The deal with Place Exchange also gives Verizon Media DSP users access to supply unavailable elsewhere. For example, Place Exchange is the exclusive supply-side platform for Intersection, the smart cities media and technology company.