Adrian J Cotterill, Editor-in-Chief
Captivate, North America’s leading location-based digital video network, has announced a strategic partnership with Place Exchange, one of the leading SSPs for programmatic out-of-home and place-based media.
This will enable programmatic buying of Captivate’s network of premier office and residential media inventory through both the private marketplace (PMP) and open auction.
Place Exchange’s ability to activate out-of-home programmatically through DSPs makes it an ideal partner for Captivate and further amplifies the network’s advertising power to reach an influential audience of key decision makers, whether at the office or at home. Place Exchange’s patented technology offers seamless workflows, fully integrating OOH, within the DSP systems programmatic buyers already use, enabling unified planning, buying, optimization, reporting and attribution for OOH with other programmatic channels.
Lorenzo Papa, Chief Revenue Officer at Captivate told us “At Captivate, we’re always exploring new opportunities that will benefit our advertising partners. Partnering with Place Exchange provides yet another avenue to seamlessly satisfy demand for our supply across multiple channels.”
Nick Bennett, Vice President of Partnerships at Place Exchange said “Captivate’s expansive media network, including thousands of video screens, reaches unique and valuable business and consumer audiences that are in high demand. We’re excited to activate those audiences for programmatic buyers using omnichannel DSPs such as The Trade Desk, MediaMath, and Amobee, adding Captivate’s inventory to the largest pool of programmatic OOH media available in the United States.”
For current and future Captivate clients, this partnership provides an additional avenue to easily enable programmatic buying and reporting via an open and transparent platform.
Neil Shapiro, Senior Vice President of Programmatic at Captivate was quoted as saying “Place Exchange opens up yet another programmatic channel, exposing our inventory to both OOH specialists and video investment teams at major omnichannel DSPs, providing an efficient, turnkey, and measurable way of reaching our highly valuable audiences”.
Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. Place Exchange’s unmatched supply ecosystem adheres to its PX Clear program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access programmatic ad spend with full transparency and control.
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