Russ Curry, Ministry of New Media
Place Exchange, a leading supply-side platform (SSP) for programmatic out-of-home media, has announced a partnership with Clear Channel Outdoor Latin America.
Tom Motmans, Clear Channel Outdoor Regional President for LatAm and CEO for Clear Channel Brazil told us “Clear Channel Latin America is always at the forefront of digital transformation and innovation. Our clients were the first in Latin America to enjoy the benefits created by programmatic activation and a data-driven approach to OOH. Place Exchange is a recognized technology leader who shares our passion for innovation. We are very excited to partner with them and welcome additional programmatic demand for our platform across Brazil, Chile, Mexico and Peru.”
We are told that the partnership will enable marketers to execute OOH media campaigns programmatically via their preferred demand-side platforms (DSPs), delivering high-impact messaging to audiences throughout Latin America with unparalleled scale, automation, and flexibility.
Place Exchange’s integrated DSP partners include Amobee, MediaMath, Viant, Yahoo DSP and many more, opening up Clear Channel Latin America’s expansive digital OOH platform to a broad mix of programmatic agencies and advertisers, and enabling unified planning, buying, optimization, reporting, and attribution for digital OOH alongside other programmatic channels.
Nick Bennett, VP Partnerships at Place Exchange said “As Place Exchange expands internationally, we believe the Latin American market represents a tremendous opportunity for programmatic activation of the OOH channel. Clear Channel Latin America’s unmatched array of premium digital assets anchors our broad offering in the region, giving our demand partners the ability to reach any audience with powerful messaging in a variety of real-world contexts.”
The partnership between Place Exchange and Clear Channel Latin America comes as the region continues to emerge from the impact of the pandemic, with the OOH industry overall projected to grow by 10% in the region, according to Statista, and even stronger growth expected for programmatic OOH.
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