DOmedia reinforces platform to sell OOH programmatically

DOmedia, the leading platform for buying and selling OOH media recently announced a partnership with Rubicon Project, the global exchange for advertising, to empower OOH media vendors to sell programmatically via the world’s top media buying platforms.

In 2016, DOmedia powered about 10% of the OOH media spend in the U.S. Under the partnership, DOmedia will integrate its OOH-focused technology with Rubicon Project’s “omnichannel” exchange, which aggregates media inventory, across multiple formats, and makes it available to advertisers around the globe via hundreds of Demand-Side Platforms (DSP) and trading desks.

“DOmedia shares Rubicon Project’s commitment to guiding the out-of-home industry toward greater automation,” said Joe Prusz, Global Head of Revenue, Rubicon Project. “This partnership further allows us to reach vendors of all sizes to participate in programmatic OOH and help reach its full potential.”

The DOmedia technology is the only OOH media sales platform integrated with an enterprise OOH media buying platform; this competitive advantage helped DOmedia sign agreements with vendors representing over $300mn in annual media sales within three months of launching the platform. “We know not every vendor is ready to be fully programmatic, but the entire industry is definitely telling us they want to stop spending time on things like data transcription to focus on work that shows advertisers the value of OOH,” said Ken Sahlin, CEO of DOmedia.