Adrian J Cotterill, Editor-in-Chief
Atlas, Talon’s proprietary Demand Side Platform (DSP) is now available for programmatic campaigns in the USA via its integration with Place Exchange.
We are told that the partnership will enable Talon’s clients to activate smart, dynamic Digital OOH campaigns across Place Exchange’s premium inventory via direct integration with Talon’s proprietary DSP, Atlas.
Atlas launched in the UK in July 2020 with the aim of delivering audience-optimised campaigns for advertisers with expertise and transparency. By putting audiences at the core of the platform and delivering relevant, viewed impacts within a brand-safe environment, the model is proving incredibly effective. Latest research has demonstrated that Atlas campaigns are nearly 4x more likely to drive brand consideration and twice as likely to shift purchase intent vs. online channels.
Sophie Pemberton, Chief Strategy Officer, Talon Outdoor told us “We are delighted to announce this key partnership which provides Talon’s clients access to Place Exchange’s premium inventory. By opening up additional ways to activate smart, dynamic DOOH campaigns, through direct integration with Talon’s proprietary DSP, Atlas, we can deliver better outcomes for brands.”
The integration with Place Exchange allows US advertisers to access the same benefits, overlaying sophisticated audience insights from Talon’s proprietary Data Management Platform (DMP), Ada, with fully automated execution. The partnership provides brands with the ability to activate and adjust campaigns in real time, in response to external triggers, and further unifies the buying and measurement of DOOH media with other digital channels.
Nick Bennett, SVP of Partnerships at Place Exchange said “Atlas brings a deep understanding of the OOH category, with technology designed to intelligently automate OOH activations. We’re thrilled to partner with Atlas in helping advertisers and agencies around the world extend strategies from other channels into the DOOH arena, leveraging sophisticated targeting and measurement.”
Place Exchange offers quality DOOH inventory at scale across numerous media owners in the US, including Lamar, Outfront, and Clear Channel Outdoor. This combined with their strong focus on tech and innovation, made them the ideal launch partner for Atlas in the US.
Place Exchange’s CEO Ari Buchalter will be keynoting the AdTECH: OOH – Miami Conference, an event chaired by Yahoo’s Global Head of DOOH Stephanie Gutnik who has put together a superb agenda with a distinct Latin America flavour. Place Exchange of course have recently announced a partnership with Clear Channel Outdoor Latin America.
Registration is open and can be found here.
See a video interview here with Stephanie Gutnik on what conference attendees can expect.
Follow DailyDOOH