Verizon Media on Tuesday announced the launch of a self-service full-funnel digital out-of-home product suite, providing everything they need to plan, execute, and measure their DOOH campaign.
Ivan Markman, chief business officer at Verizon Media, believes the suite gives advertisers and agencies everything they need in one platform, because it also provides planning, buying, and measurement that connect with other omnichannel strategies.
Verizon Media first launched DOOH inventory access and targeting in its DSP in spring 2019. Publisher and media owner support for DOOH via its SSP followed. It made the company what they call a unified stack provider for DOOH inventory.
Since then, Verizon Media has partnered with the industry’s top media owners and supply side platforms VIOOH, Vistar, Broadsign, Cooler Screens, and others to expand advertisers’ reach and inventory options globally, including access to all addressable programmatic DOOH inventory in the U.S.
The suite of tools in the Verizon Media DSP aims to help advertisers better forecast, optimize and measure their DOOH campaigns through first-party measurement and re-engagement. It leverages Verizon Media’s identity graph to help advertisers measure campaign effectiveness and retarget exposed audiences across devices.
Verizon Media powers the DOOH offering through its cookieless identity solution, ConnectID. Built on first-party data from millions of opted-in users across Verizon Media’s global portfolio of owned and operated brands and products, ConnectID supports advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online.
Despite the recent acquisition, Verizon Media expects to continue launching new services.
Verizon Media, which expects to change its name to Yahoo later this year, was acquired by Apollo Global Management for about $5 billion.
The private-equity firm took a majority stake in the media assets. Verizon Communications holds an interest in the businesses of about $750 million, and about a 10% stake in the new Yahoo.