DOmedia announced that advertising agencies can now access over 1 million media assets through its platform
In 2017, nearly 25 percent of agency-driven US out-of-home advertising spend is committed to be managed via the DOmedia Demand-Side Platform (DSP). The DOmedia DSP automates the process of planning and buying out-of-home ad campaigns. As DOmedia indexes more media vendors and assets, it is introducing greater competition into the out-of-home advertising space.
DOmedia is an independent technology company on a mission to change the way out-of-home media is bought and sold. Their cloud-based applications connect buyers and sellers to leverage marketplace effects, eliminate labor and improve reporting and analytics.
“We are committed to serving agencies and brands by maximizing the competition for their ad dollars, and leveraging our vendor network—our system lets smaller regional vendors get their inventory in front of the largest agencies and brands in the world,” Adam Malone, VP of Market Supply, DOmedia said.
Competition is critical for delivering strong campaigns to advertisers. According to historical industry data from DOmedia, vendors’ responses to an RFP vary by an average of 1,800 percent on a CPM basis.
“If you don’t have robust competition in the planning stage, it can be impossible to effectively assess whether media is being purchased at an equitable rate. Increased competition is a core part of increasing transparency and accountability in the out-of-home media space,” Lisa Weinstein, former agency CEO and Advisor, DOmedia said.
DOmedia’s announcement follows a surge of new product developments in 2017, including a partnership with Rubicon Project to expand programmatic out-of-home advertising and the roll-out of automated charting technology within DOmedia’s Supply-Side Platform (SSP) for media vendors.
