Adrian J Cotterill, Editor-in-Chief
We’ve held a theory for some time now that Trading Desks are going to form an increasingly integral part of the OOH ecosystem. Over the past few months we have had further confirmation of that theory.
Word on the street is that those quietly clever people at Signkick have created a live connection, and are enabling transactions, between MediaCom’s OOH Trading Desk and several UK media owners including Clear Channel, City Outdoor and Limited Space.
MediaCom’s Programmatic Director Ben Whall, one of the best speakers and panelists at AdTECH: OOH – Sydney (he was on ‘The Programmatic ABC’s’ panel and spoke individually on ‘Applying the Lessons Learned from Display to Programmatic OOH’) did not mention this specifically, he was (perhaps not surprisingly) bullish on the whole trading desk role.
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