Nextdoor Advances Self-Service Ad Buying With DOOH, Brand Safety

Neighborhood network Nextdoor has entered into a partnership with DIVE Billboards, a digital out-of-home (DOOH) company, to create a multichannel offering for advertisers connecting online and DOOH content.

The offering, Nextdoor Outdoor, will enable advertisers in the U.S. and Canada to leverage DIVE’s global DOOH inventory, connecting online and offline content. It also will allow advertisers to identify trending moments from Nextdoor’s brand partners to run out of home.

Heidi Andersen, CRO at Nextdoor, believes it is important to recognize the unique needs of mid-market and small and medium-sized businesses (SMBs) in reaching their local customer base. She said hyper-local advertising will provide businesses a better option to connect with communities.

The company this week also announced a new way to buy local advertising. Rolling out this year, Nextdoor Ads Manager will offer businesses hyper-local ad targeting options for specific neighborhoods and communities. The feature will become available to mid-market advertisers, agencies, and small and medium-size businesses (SMBs) through a phased roll out in the coming months. 

With the rollout of more ad options, the company is prioritizing brand safety and brand measurement through collaborations with Integral Ad Science (IAS), a media quality company, and Oracle Advertising, an agreement announced in October.

The partnership with Oracle aimed to increase transparency and controls for Nextdoor advertisers, and ensure optimal ad experiences on the platform.

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