Adrian J Cotterill, Editor-in-Chief
New York based Liquid Outdoor Media has announced a partnership with Vistar Media to provide programmatic technology.
Patrick Sherry, Managing Partner at Liquid Outdoor told us “The future of out-of-home is programmatic and Vistar has built the leading technology to ensure we are optimizing our inventory and showing the right ad at the right time. The Vistar SSP will make our screens accessible to the world’s leading brands, agencies and omnichannel DSPs with technical expertise and reliable support.”
Liquid Outdoor will leverage the Vistar Ad Platform that encompasses the supply-side platform (SSP) and ad server. Liquid Outdoor’s unique digital kiosks are located in open-air, live, work, play environs, that feature upscale retail, entertainment, dining and luxury housing.
Located across six U.S. markets (with additional markets under development) there are over 100 Liquid Outdoor interactive screens available through the Vistar SSP. This will enable buyers to purchase Liquid’s inventory programmatically, through the open exchange or private marketplaces, while the ad server will streamline sales and ad operations to maximize revenue across their entire network.
Eric Lamb, VP of Publisher Solutions at Vistar Media said “We are always looking to bring on more unique inventory that buyers want to access. Liquid Outdoor’s screens are particularly relevant at this time with more people heading to life-style centers for dining and entertainment due to COVID-19 limitations.”
This announcement is the latest in a series of global milestones for Vistar Media, including recent partnership announcements with Outfront in Canada and launching the open exchange for Omnichannel DSPs.
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