Havas Group’s out of home agency, Adcity, has released a data-driven technology platform for audience planning and programmatic trading called Adcity Solution. The automated platform allows clients to better identify target audiences and improve their activation through OOH communication.

Adcity Solution is a combined suite of Audience Planning with the audience, rather than the media, at the centre of the OOH planning; Audience Trading, connected to the supply side platforms (SSP) and demand side platforms (DSP) of the main OOH media; and Audience Measurement which includes cross-device dashboards.

Matthieu Habra, global head of Adcity, has been quoted as saying: “Havas Group’s investment in Adcity Solution – a proprietary and exclusive technological solution on the market – will allow Adcity to offer not only innovative audience planning for its clients and cross-device activation to link OOH and mobile media, but also guarantee efficient, high-quality programmatic trading.”