US’ Adelphic opts for Rubicon Project’s programmatic platform

The move highlights the industry’s gradual shift to programmatic buying and selling of media, especially as DOOH gains ground

Adelphic, part of the Time Inc. ad-tech unit Viant, has stated that its DOOH ad inventory is now available through Rubicon Project's private marketplace. The partnership makes Clear Channel Outdoor Americas digital inventory, as well as Captivate's network of screens in elevators and elsewhere, available for marketers to purchase through automated means.

AdAge reports that marketers are increasingly looking to allocate their budgets through tech designed to drive down prices and enable quick moves. Despite a batch of significant problems with such programmatic tech, any ad medium that's not at least available that way faces a headwind that it once did not. So the out-of-home industry has been edging in this direction for a while.

"Successful out-of-home is about using the environment around you," says Lauren Barbara, managing partner at Enplay, MDC Media Partners' out-of-home unit, which has begun buying Viant inventory through the arrangement.

"What makes digital out-of-home so unique and effective is that it quite literally combines the digital and real world," she adds.