Targetspot and Gadsme Unites to Launch In-Game Audio Ads
Targetplay, Targetspot’s gaming division, announced a new partnership with Gadsme, a global in-game monetization platform. The latter is adopted by major studios including Voodoo, Ubisoft, Tilting Point, TapNation, and Lion Studios. Gadsme’s supply side network of mobile game studios will be accessible at scale to Targetplay demand partners across the USA, Europe, LATAM, and APAC.
Gadsme specializes in non-intrusive ad formats and works with some of the largest gaming and advertisers worldwide. It includes clickable performance-based In-Game ads, to serve the entire advertising world with measurable KPIs and maximize revenue for game studios. Guillaume Monteaux, CEO of Gadsme, said,
“We are focused on delivering best-in-class non-intrusive monetization solutions to our gaming community and our elegant and unique audio format – jointly developed with Targetplay – is designed to maximise audio KPI’s and minimise user disruption.
Interesting Read: Meta Audience Network Announces Rewarded Interstitial Ads
The most premium inventory in the market
Targetspot, an adtech company and a pioneer in the audio industry has the vision to open a new arena of opportunities in the audio advertising industry. Mario Cabanas, General Manager at Targetspot stated,
“Mobile gaming advertising spending is forecasted to reach 130 billion dollars worldwide in 2025*, a great opportunity for audio ads who are preferred by 75% of mobile users over video ads** because they allow the gamer to keep playing”, stated Mario Cabanas, General Manager at Targetspot.”
Adam Pattison, Global Head of Targetplay, said,
“Our advertising partners have been experimenting with in-game audio, and our partnership with Gadsme gives them access to some of the most premium inventory in the market today.”
Targetspot connects brands to their target audiences via an inventory of leading publishers across all areas of digital audio. The Targetspot platform provides advertisers and publishers with end-to-end integration for contextually targeted, cookie-free campaigns involving direct and programmatic buying.
Interesting Read: Have You Played Netflix Games?
Hypermedia Launches Z gallery, A premium OOH Art Experience
Hypermedia launched its latest Out-Of-Home (OOH) media concept on Sheikh Zayed Road, the “Z Gallery – Art of Media”, a network of more than 550 digital and static assets artistically designed to empower brands with a premium media “Art Experience”.
Hypermedia adapted three main criteria in the launching of its latest media collection, “Z Gallery – The Art of Media”. An OOH media oasis stretches across one of the world’s most vibrant cities along Dubai’s highway linking the seven emirates.
Interesting Read: MediaMix And Starzmedia Launched OOH Advertising Across UAE
What exactly is “Z Gallery”?
It is a new concept of presenting brands as artworks and masterpieces, across a wide variety of art displays, spread in different locations and sizes. Z Gallery transforms the world’s most luxurious business destination, the Sheikh Zayed Road(SZR), into an extraordinary media gallery with the help of data measurement and audience analytics. As a result, creating a unique media positioning in the heart of the city and an unprecedented DoOH/OOH experience. Hypermedia’s Managing Director Gerard Rustom said,
“Our media assets are more than just screens and advertising platforms. We are turning them into an ultimate art experience and have dealt with every asset as an artwork by itself.”
“We believe that advertising campaigns is a form of art, and we want to provide the most artistic displays for our clients and partners. It is the ultimate opportunity for businesses to create an impact on the move and connect with their audiences across a collection of artistic displays spread across Z Gallery.”
Interesting Read: Dubai To Host Global Metaverse Event, Unveils Its Ambitious Strategy
“Z Gallery” leverages Hypermedia’s largest OOH media network and strategic location on SZR to reach residents, businesspeople, and tourists. Through its various artistically designed assets, “Z Gallery” provides an OOH media network divided into three main sections: The Artists, The Collection, and The Signature-Naming Rights.
The Artists: 12 digital bridges creating premium and engaging DOOH media opportunities for brands across SZR, reaching more than one million riders per day.
The Collection: A wide variety of media assets uniting the different art pieces:
a. The Tableau: 24 static bridges distinguished in style, drawing attention with frames, format, and finesse.
b. Iconic Art: The largest OOH structure distinguished by its size and unconventional shape. c. Masterpiece: In a classic masterpiece, two backlit mega tableaux ascend above the clutter with their grandiose landscape, making brands stand out from the crowd.
d. The Sculptures: Six verticals stand out due to their unconventional shape and size.
e. Graffiti: With 470 pillars that span Dubai Metro’s Red and Green lines, brands can create effective sequential ad campaigns through the most original form of media expression.
f. The Portrait: One large portrait backlit wall that gives a unique opportunity for brands for an unmissable landmark to take the stage and reinforce their presence in the heart of the city.
g. The Canvas: One large landscape backlit wall creating a spacious and wide platform for brands to stand out
Signature – Naming Rights for Dubai Metro Stations: A crucial opportunity for marketers to dominate one of the UAE’s most visible OOH media platforms. A powerful and iconic platform for brands to create impact where it matters.
Through a joint effort of Hypermedia and DigitAll, W Group subsidiaries transformed Sheikh Zayed Road OOH media landscape into the “Z Gallery” brand experience.
Procter & Gamble Support Trade Desk’s Unified 2.0
Unified ID 2.0 (UID 2.0), the privacy-conscious identity framework spearheaded by The Trade Desk, is winning the support of Procter & Gamble, one of the largest advertisers in the world.
P&G senior executive Eric Austin said,
“P&G supports new solutions like Unified ID 2.0 that are designed to help improve the U.S. consumer advertising experience. Advertisers and publishers need a consumer-centric identity solution that will raise the bar on privacy.”
The CPG giant is the latest major ad player to join the growing list of brands, agencies, streaming platforms, publishers, and ad tech suppliers supporting and embracing UID 2.0. Last year, P&G reclaimed its top spot as the biggest advertiser.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
UID 2.0 aims to provide a new identity framework for the open internet, with user transparency and privacy controls, flexibility, and interoperability key to its offering. The need for an alternative to cookies is necessary as consumer privacy takes center stage around the world. UID 2.0 creates an identifier from a hashed and salted email address, which is regularly regenerated to enhance security and give consumers greater control over how their data is used.
In digital channels, such as connected TVs and mobile apps, cookies are largely irrelevant. Furthermore, it aims to take the place of third-party cookies, which Google plans on deprecating in the second half of 2024. The changes Google made to its deprecation plans have actually helped its push to develop and deploy UID2, which has been integrated with Disney, Amazon Web Services, and Vox Media. The Trade Desk and Disney Advertising expanded their partnership in July to integrate Disney’s Audience Graph with UID 2.0.
Jeff Green, co-founder, and CEO at The Trade Desk said,
“P&G continues to be a force in moving the digital marketing industry forward. P&G recognizes that we need to work together as an industry to develop new identity solutions that preserve value for advertisers and publishers, and control for consumers.”
Interesting Read:And Google Does It Again, Delays Phaseout of Third-Party Cookies
GroupM’s outcome media specialist ‘Xaxis’ launched a new programmatic media commerce solution in India
GroupM’s outcome media specialist, Xaxis, has launched a new programmatic media commerce solution in India called Discovery Commerce. This helps brands and advertisers navigate the evolving programmatic media commerce ecosystem and drives stronger outcomes from their media investments.
Interesting Read: Omnicom Partners With Walmart, Instacart, First Of Many eCommerce Deals at Cannes Lions
Discovery Commerce, the new programmatic media solution
– With Discovery Commerce, advertisers can leverage specific data signals associated with product adoption, search patterns, and purchase patterns. Next, integrate advertising tactics that drive sales, promote brands, and engage customers on e-commerce platforms.
– The solution leverages Xaxis’ programmatic expertise, strong global partnerships, proprietary technology, and tailored data touchpoints to drive consumers to make purchases across various platforms and retail outlets. In the following steps, the data and insights gathered through each touchpoint will be used to inform future campaigns and audience planning.
– Brands can use Discovery Commerce to better understand consumer behaviors and create more accurate target audiences by connecting online and offline data. This will aid in driving stronger e-commerce performance and building benchmarks for future campaigns.
– With the ability to reach multiple online environments, premium publishers, leading marketplaces, and shoppable media formats, the service provides consolidated and simplified consumer data management that unifies previously siloed consumer information.
– Discovery Commerce leverages this data using Shoppable Media, a solution powered by Xaxis’ own in-house creative and execution studio (XCS), to elevate brand outcomes. With AI, XCS understands real-time consumer behavior on retailer websites and recommends products based on that data.
– Shoppers can add branded products more conveniently to their preferred retailer’s basket, eliminating the need to remember brands when shopping online or in-store. As a result, consumers are able to browse, compare, and complete orders without leaving the ad.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
New Partnerships
Xaxis has onboarded numerous partners into Discovery Commerce, including key partnerships with Shopalyst and Flipkart that provide data, inventory, technology, and creativity capabilities.
Girish Ramachandra, Co-Founder of Shopalyst, said,
“We are happy to partner with Xaxis. With Xaxis’ Discovery Commerce solution, brands can make their ads instantly shoppable and help drive impressions to conversions in one seamless journey for consumers.”
Atique Kazi, president of data, performance, and digital products, GroupM India said.
“We believe there could not be a more exciting time to launch this solution as there are so many opportunities for brands and advertisers to capitalise on e-commerce platform growth. From consistent datasets to campaign measurement and optimisation knowhow, there’s various key ingredients when it comes to doing e-commerce advertising right.”
Interesting Read: Have You Played Netflix Games?
Omnicom Group Launches In-Game Advertising Solution For Brands
The Omnicom Advertising Collective a portfolio of integrated marketing agencies within Omnicom Group announced a dedicated gaming offering called LevelUp OAC. The Marketing Arm and GSD&M will lead the new gaming unit. The responsibilities will be divided between the two agencies where The Marketing Arm has over a decade of experience in gaming brand strategy, content creation, influencer engagement, and experiential activation. GSD&M offers in-game advertising solutions as well as in-house game experience design and augmented and virtual reality capabilities. These agencies are also part of a unit called Omnicom Advertising Collective, which is a collection of creative shops organized by the holding company. The Collective is in charge of launching the gaming practice.
Interesting Read: New Video Game Measurement Allows Brands To Evaluate The Impact Of The In-Game Ads
The offering
With the offering, brands looking to enter the space will have access to creative and media expertise, such as in-game media planning and buying, experiential marketing, and influencer marketing. James Fenton, CEO of the Omnicom Advertising Collective, stated:
“LevelUp OAC brings together our most passionate and seasoned talents in the gaming space and offers a single source solution for brands who want to engage with gamers in an authentic, 360-degree way.”
Along with the expertise of TMA and GSD&M, LevelUp OAC brings together other capabilities to round out its offerings such as earned media, PR, commerce, and others. Additionally, the Advertising Collective will focus on other disciplines and verticals, including B2B, multicultural marketing, retailing, and the metaverse.
As examples of recent gaming-related work from the two agencies- GSD&M helps Pizza Hut deliver pizza boxes with an AR Pac-Man game incorporated into them. On the other hand, The Marketing Arm helps State Farm to incorporate its signature character Jake into NBA 2K22. LevelUp OAC plans to offer an end-to-end solution. As reported by Adage, Marketing Arm’s Andrew Robinson Jr said,
“There are a ton of gaming solutions for brands, specific boutique solutions, larger agency solutions, but I think there are very few that offer a top to bottom comprehensive solution. So everything from strategy, creative, media, experiential, influencer —they are all the things that LevelUp offers.”
LevelUp aims to provide clients with a “general learning experience” about gaming despite its massive popularity. A critical part of that education is helping brands differentiate between gaming and Web 3.
Gaming Market
The new focus on gaming is driven mostly by big growth in gaming numbers. eMarketer research shows that Americans spent $47 billion on gaming services last year. Gaming analytics firm Newzoo also estimates that gamers worldwide will grow to 3 billion, up from 2.03 billion in 2015.
There is no doubt that Omnicom’s move is long overdue. COVID has brought massive growth to this sector, and it’s now reaching a tipping point for brand engagement. The company is working to grow its strengths in these areas as well – e-commerce, retail media, precision marketing, and performance media.
Interesting Read: Your Ultimate Guide to Understanding Gaming Advertising
Nielsen Launches Four-Screen Ad Deduplication For YouTube
Media buyers can now reduce overlapping purchases with Nielsen’s new Four-Screen Ad Deduplication product, which compares audiences across desktop, mobile, CTV, and linear. (There is something new about the four-screen equation: CTV versus linear.)
Interesting Read: Is Measurement Giant Nielsen $16Bn Buyout A Hope For Turnaround?
Nielsen currently supports this capability through Total Ad Ratings (TAR). Nielsen plans to expand the Four-Screen Ad Deduplication measurement in Nielsen ONE to all publishers later this year.
Moreover, Nielsen informed buyers and distributors that Nielsen ONE is on the way, with outcome-based measurement added last month and plans to roll out in 2024.
Nonetheless, YouTube is a logical place to focus. It leads the way when it comes to video consumption, part of a broader category Nielsen is trying to capture with its new measurement product. Nielsen held its first upfront this year as a way to make its way into traditional TV.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
Nielsen adds CTV deduplication to its Total Ad Ratings product, which helps media buyers differentiate linear TV inventory from CTV inventory to more accurately measure the fourth screen. This is noteworthy because YouTube accounts for over 50% of ad-supported streaming watch time on connected TVs among people aged 18+ in the U.S.
Nielsen Four-Screen Ad Deduplication for YouTube gives advertisers and agencies a comprehensive view of an entire campaign to better understand reach, manage the frequency and verify the audiences of their media buys.
And that’s what they said
Debbie Weinstein, Vice President, Global Advertiser Solutions, Google & YouTube said,
In a converged world, customers need a complete picture of their ad spend across all screens. Nielsen enabling advertisers to compare YouTube’s reach across mobile, desktop and now CTV to TV is a tremendous step towards their vision for Nielsen One, and we look forward to their continued efforts to bring cross media measurement to the industry.
Kim Gilberti, Senior Vice President, Product Management, Nielsen said,
Four-screen measurement is a critical step toward Nielsen ONE, as it provides the comparability necessary to produce a trusted, deduplicated number across platforms that enables clients to better understand reach, manage frequency and verify the audiences of their media buys.
As consumer engagement across platforms continues to converge, digital measurement must provide continuous and comparable metrics across all channels.
Interesting Read: All You Need To Know About Connected TV Advertising!
Dubai To Host Global Metaverse Event, Unveils Its Ambitious Strategy
Dubai will host a global event where local and international leaders will gather to discuss the potential of the new digital space — the metaverse. As announced by Dubai’s Crown Prince, the inaugural Dubai Metaverse Assembly will take place on September 28 and 29 at the Museum of the Future and Emirates Towers.
In line with Dubai Metaverse Strategy, the Museum of the Future will host Dubai Metaverse Assembly in September 2022. The global event gathers over 300 experts and 40 specialized organizations to discuss the unlimited opportunities offered by the metaverse to serve humanity. pic.twitter.com/HWpypHHjqm
— Hamdan bin Mohammed (@HamdanMohammed) July 19, 2022
The Metaverse
Metaverses are digital spaces where users can interact and move virtually using their three-dimensional avatars. Web3 is promoted as a new generation of the World Wide Web, with blockchain, decentralization, openness, and greater utility for users. McKinsey & Company reports the potential of the global metaverse market is to generate $5 trillion in value by 2030.

Credit: National News
The Dubai Metaverse Strategy
The announcement comes after unveiling the ambitious “Dubai Metaverse Strategy,” as it looks to create 40,000 virtual jobs and add $4 billion to its economy over the next five years. The crown prince also tweeted to increase the number of blockchain and metaverse companies by five times in the same time span. The “Dubai Metaverse Strategy” aims to put Dubai on the map as one of the “top 10 cities globally in terms of virtual economy.”
We launched the Dubai Metaverse Strategy today, which aims to foster innovation in new technology. Dubai is home to over 1,000 companies operating in the metaverse and blockchain sector, which contributes $500 million to our national economy. pic.twitter.com/J1XRmd2ub3
— Hamdan bin Mohammed (@HamdanMohammed) July 18, 2022
State-run WAM news agency said,
“The strategy emphasizes fostering talent and investing in future capabilities by providing the necessary support in metaverse education aimed at developers, content creators, and users of digital platforms in the metaverse community.”
The city’s biggest companies like Emirates or Damac Group are already stepping into the metaverse. Within the next few months, Thumbay will launch a virtual hospital for virtual consultations. Emirati authorities, governments, and citizens are taking steps to integrate cryptocurrencies and metaverse-related technology into the economy, government, and society of the UAE.
Interesting read: How Will Dubai’s Metaverse Sector Contribute To Its Economy By 2030?
Charting the future of the metaverse
The Dubai Metaverse Assembly will introduce tangible outcomes, including reports, strategies, and action plans that outline the way forward for maximizing the impact on human life in both the real and virtual worlds. This will be done through innovative workshops and innovation in building the metaverse and its applications. It will also feature real metaverse experiences in key sectors — including tourism, logistics, retail, education, and health care — and an “unprecedented” experience of hosting official meetings in the digital space, said the statement.
The objective is to increase the readiness of the world for implementing and leveraging the metaverse. It will host three main tracks – Educate, Inspire, and Contribute.
– Educate: It will consist of more than 10 in-depth sessions on the metaverse.
– Inspire: This track will showcase use cases of the metaverse in tourism, logistics, retail, education, and healthcare sectors.
– Contribute: It will include workshops for metaverse foresight and use-case reviews.
In the Middle East, the UAE is leading the metaverse movement. There has also been a recent instance of the public being able to meet and interact with Ajman Police in the metaverse, where avatars of officers answer people’s questions.
Sheikh Hamdan tweeted that Dubai is set to “harness this promising digital world to be the fastest city to adopt its applications and embrace its potential”.
The assembly is a global platform for innovators forging the future of the metaverse. Participants will experience the extraordinarily advanced technology. We harness this promising digital world to be the fastest city to adopt its applications and embrace its potential. pic.twitter.com/SbdHrJ6SCW
— Hamdan bin Mohammed (@HamdanMohammed) July 19, 2022
Interesting read: Lemma Partners With Continuum, Expand DOOH Presence In The Middle East
Disney Signs A Major Adtech Deal With The Trade Desk
Disney inked a landmark adtech deal with The Trade Desk. This makes it possible for brands to target automated ads across Disney’s linear and streaming properties using data matched on the back end from Disney and The Trade Desk. The deal will power greater audience activation at scale programmatically.
What makes this deal so important:
-In the era of third-party tracking that is fading away, this is one of the largest efforts to come up with a new system of ad targeting. It will likely spark more similar partnerships between media companies and big ad tech firms.
-Disney wants to make sure its inventory is as addressable as possible. The partnership with leading adtech company, The Trade Desk will enable advertisers to activate their own first-party data to enrich Disney ad impressions, improve ROI, and drive relevance while also protecting consumer privacy.
-Disney can sell more ads at scale with automation, and the Trade Desk partnership will allow advertisers to buy automated ads without giving up their ability to target them precisely.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Details
-In the deal, Disney integrates data from its Clean Room, a privacy-conscious repository of user data Disney gathers directly from its users. They then match it with personalized data created by a framework called Unified ID 2.0, promoted by The Trade Desk.
-This agreement will enable a first-of-its-kind integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.
-Disney has previously said it wants to automate 50% of its business by 2026. At last year’s upfront advertising sales event, over 40% of the ad inventory Disney sold was automated. The deal will help them achieve the goal.
-Disney has years of experience with adtech and is working to strengthen its tech capabilities. A few months back, the company also inked an adtech deal with Horizon Media to measure ads.
-Disney is in partnership with Hulu has built its own server and has enormous experience in advertising VOD space.
-As the streaming advertising landscape becomes more competitive, The Trade Desk partnership surfaces just as Disney is working on its ad-supported tier for Disney+. Because this will work across Disney’s inventory and is designed to automate ad buying across channels and services, it makes sense that Disney+’s forthcoming ad-supported tier would be included in the future.
Bottom Line
Disney’s agreement with The Trade Desk is a key milestone in enabling greater interoperability with the programmatic ecosystem at large while setting the stage to power better audience activation and measurement.
Digital television advertising has long been a Disney forte, but now more streaming services, such as Netflix, are considering digital advertising.
Interesting Read: AVOD Surprise: Netflix Advertising Powered By Microsoft
And they said
Aaron LaBerge, President, and Chief Technology Officer, Disney Media & Entertainment Distribution-
“Disney is reimagining our advertising platform to support a global and addressable future. We are uniquely positioned to match the world’s greatest content with next-generation products and technologies, through a secure and unified ad platform, and one-of-a-kind first-party data. The growth of our relationship with The Trade Desk is a milestone in addressability and automated buying at scale, and the latest step as we use technology to enable advertisers to buy once to deliver everywhere across Disney.”
-Tim Sims, Chief Revenue Officer, The Trade Desk-
“With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment. By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels. As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their own privacy.”
Interesting Read: Marriott International : A Hotel or An Ad Tech Company?
Pinterest Rolls Out New Shopping And Commerce Features For Merchants
Pinterest rolled out new merchant features, including product tagging on Pins and a Pinterest API for Shopping. The company says all of the new features are designed to make it easier for merchants to create engaging shopping experiences for users.
New Pinterest products include a Shopping API that integrates a brand’s product catalog and creative ads and generates eCommerce analytics. Pinterest offers merchants an array of features, including tagging products in posts, uploading short videos to catalogs (inspired by YouTube’s shopping-related reviews), and a Shop tab. Jeremy King, SVP of Engineering at Pinterest said,
“In 2021, the number of Pinners engaging with shopping surfaces on Pinterest grew over 215%, and 89% of weekly Pinners use Pinterest for inspiration in their path to purchase. The new shopping features such as the API for Shopping allows brands and retailers to reach high-intent Pinners during the earliest stage of their shopping journey with the most updated catalog data.”
Interesting Read: Pinterest TV: Another Pinterest Attempt To Monetize Creators’ Efforts
The Pinterest API for Shopping
Merchant can access catalog and product metadata management that will enable more efficient improved data quality for merchant products. Pinterest claims the tool shows a 97% accuracy level for price and availability data.

Image Credit: Pinterest
Product Tagging on Pins
Merchants can make their lifestyle Pins shoppable. They can add products from their catalog to their scene images. Pinners can shop for the exact items from the inspiring imagery they find. The initial tests showed that Pinners showed 70% higher shopping intent on product Pins tagged in scene/brand images than standalone product Pins.

Image Credit: Pinterest
Video in Catalog
Pinterest is enabling video assets in their product catalog to give Pinners a view of the product from multiple angles when making a purchase decision and driving conversions. They have witnessed promising results from video-like ad formats vs. static formats (increased CTR by 158%, lowered CPC by 42%, lowered CPA by 58%) on the platform.
Shop Tab on Business Profiles
Merchants can display shoppable products browsing Pinners. 30% of Shopify merchants on Pinterest get their first attributed checkout from their Shop tab. It allows product group management, customized group cover image, and descriptions as well as a seamless mobile interface.

Image Credit: Pinterest
As of now, Pinterest isn’t transitioning into a shopping platform. With the integration with Shopify, that owns the payment data, Pinterest sends organic traffic to retailers and merchants’ websites or enables add-to-cart and direct payments. Pinterest affiliate fees can be collected by creators (“pinners”) in conjunction with the sales they drive through their in-image product tags.
Other than the Shopify partnership – which has become a standard integration for social media players – Pinterest, and the market as a whole, show many encouraging signs for the company’s commerce goals.
Interesting Read: Pinterest TV: Pinterest Rolls Out Suite Of Commerce-Friendly Features For Advertisers
Veridooh Launches Independent Verification Solution For Programmatic DOOH
Veridooh, a Sydney-based ad tech startup, has launched an independent verification solution for programmatic digital out-of-home advertising (DOOH).
Veridooh partners with Vistar Media
It has partnered with global DOOH software provider Vistar Media to roll out the offering. Under the partnership, Veridooh’s industry-leading SmartCreative verification solution is available to buyers leveraging the Vistar Media demand-side platform. As a result, advertisers can now use Veridooh’s platform to track the performance of programmatic DOOH campaigns independently.
Vistar Media’s demand-side and supply-side platforms allow buyers and sellers to easily transact on DOOH inventory. Vistar Media covers more than 14,300 screens across Australia and New Zealand and more than 450,000 screens around the world.
With the solution, new standards are being established for programmatic media. The solution also provides advertisers and media agencies with access to other key metrics, including panel location, environment, and plays, as well as the ability to review campaign targets.
Interesting Read: Revolutionizing Advertising: Australia Invests In Programmatic DOOH
And that’s what they said
Veridooh co-founder Mo Moubayed said that the partnership ensures the goal of independent verification for all out-of-home advertising is fulfilled.
Our SmartCreative technology was custom-built for the out-of-home industry with all formats, including programmatic, in mind from day one.
Programmatic DOOH is increasingly becoming an important part of advertisers’ media strategy, combining out-of-home’s impact with digital’s efficiency and metrics. By providing third-party verification, advertisers can have confidence that their investment is being delivered as planned, encouraging further ad spend in the sector.
Ben Baker, Vistar Media managing director, APAC said,
Programmatic out-of-home is going through an exciting period of growth, particularly now that we’re moving past the pressures of the pandemic.
Providing advertisers with independent verification can help keep this momentum going so we’re pleased to be partnering with Veridooh to offer their programmatic verification solution to clients.
IPG’s Matterkind has already successfully trialed Veridooh’s programmatic solution with Vistar Media. There is continued growth in programmatic DOOH. The IAB reports that almost one-quarter of Australian agencies traded digital out-of-home inventory programmatically in 2020, despite the challenges posed by the pandemic. Furthermore, 10% of agencies increased their programmatic investments during the same period.
Veridooh’s recently appointed group business director Tom Drinkwater will help drive programmatic partnerships as the business’ programmatic lead. The ad tech start-up has previously developed partnerships with media agencies like Omnicom Media Group, GroupM, and IPG Mediabrands for verification of their DOOH campaigns and recently raised $5 million in external funding. The funds will be used to expand into new markets and enhance the offerings of the business.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising