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DOmedia just announced a partnership with Rubicon Project to empower out-of-home (OOH) media vendors to sell programmatically via the world’s top media buying platforms.

DOmedia is the leading platform for buying and selling OOH media; Rubicon Project is a major global advertising exchange. In 2016, DOmedia powered about 10 percent of OOH media spend in the U.S.

According to the DOmedia team, the partnership calls for DOmedia to integrate its OOH-focused technology with Rubicon Project’s “omnichannel” exchange. The exchange 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, the Global Head of Revenue at Rubicon Project. “This partnership further allows us to reach vendors of all sizes to participate in programmatic OOH and help reach its full potential.”

DOmedia launched their offering just over one year ago; the firm had agreements with vendors representing over $300 million 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. “Rubicon Project’s vast programmatic offering, and the flexibility of our platform allow vendors choose the pace that works for them.”

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