Adrian J Cotterill, Editor-in-Chief
Kinetic, the world’s largest out-of-home planning and buying agency, and Hivestack, the leading global programmatic digital OOH (DOOH) AdTECH platform, today announced a new partnership that they say, takes automation and performance measurement in DOOH brand campaigns to the next level.
Ali MacCallum, UK CEO of Kinetic, told us “Over the last year, we have built up unparalleled knowledge and learnings in optimising automated DOOH trading and data-driven planning since the launch of Journeys. Deep audience targeting capability, transparency and measurement of outcomes are essential aspects for brands, OOH is a medium in the process of radical transformation. Our early move into DOOH programmatic last year was the logical way to optimise the huge investment in DOOH technology over the last decade. As OOH audiences return in greater numbers, but with daily work and life patterns altered for many, now is the time to accelerate the evolution of the technology we can offer brands. Integrating Hivestack into our Journey’s platform is a significant landmark in this exciting journey. So, we are thrilled to partner with Hivestack to launch what amounts to programmatic DOOH 2.0.”
Kinetic UK launched its automated trading and behavioural audience planning platform Journeys in 2019 integrating Demand Side Platform (DSP) technology with behavioural and attitudinal data sources including AdSquare mobile SDK data, retail footfall data and Route Data.
The partnership with Hivestack integrates advanced DSP technology that can programmatically activate DOOH screens at scale worldwide into the Journeys platform. The UK, and Geosophy (The Global dedicated Traveller division of Kinetic) will launch the technology initially on October 1st, 2020, with other markets to follow soon after
The partnership represents the arrival of a new generation of DSP for DOOH. Offering a full measurement stack to Kinetics’ advertisers that can attribute specific business outcomes to programmatic DOOH ad exposures.
Andreas Soupliotis, Founder & CEO of Hivestack, said “Hivestack is truly thrilled to be chosen as Kinetic’s DSP partner. The Kinetic DSP (white label of the Hivestack DSP) will power Kinetic’s programmatic DOOH buying initially in the UK. This partnership will usher in a new era of programmatic activations in this core European market. Furthermore, such programmatic activations will embrace custom audience targeting directly within the DSP, enabling Kinetic to bid on impressions using RTB technology, and only pay for impressions that truly matter to clients. This is just the beginning of our programmatic launch, and the best is yet to come.”
Kinetic is launching the technology with integrated supply partners that include JCDecaux (via VIOOH), Global (via DAX), Clear Channel Outdoor, Ocean Outdoor, Executive Channel Network and Zoom Media.
The DSP supports both private marketplace buys and open exchange buys.
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