Ad platform Kubient has launched what it describes as the primary true end-to-end real-time bidding (RTB) market for digital out-of-home (DOOH) areas.
The new providing, Chief Digital Officer Chris Andrews informed ClickZ, is targeted initially on closed-network video screens in bars and eating places, point-of-sale (POS) screens and screens in bus stops within the U.S.. The present stock represents about 40,000 – 50,000 screens from National Retail Solutions (NRS) Media and ReachTV community, Kubient mentioned.
While different advert platforms make out-of-home digital screens obtainable in various levels, Kubient claims its new patent-pending resolution gives the primary DOOH market that gives every thing obtainable to desktop and cellular units – real-time bidding based mostly on the Interactive Advertising Bureau’s OpenRTB normal, a direct connection between supply-side platforms and demand-side platforms (DSPs), and advert supply.
The out-of-home screens obtainable within the Kubient market, Andrews mentioned, develop into “just another checkbox” by digital advertisers once they select channels.
With the addition of this channel, he mentioned, advertisers can goal cellular customers by their cellular gadget IDs when they’re close to a focused DOOH display screen, after which ship ads in real-time to both the cellular gadget, the DOOH display screen or each.
Andrews mentioned the present focus is on delivering current inventive property that DSPs have already got, which implies the delivered ads are primarily ads made for the online, comparable to show ads.
Digital billboards are usually not at present within the provided stock, he mentioned, however might be added “eventually.”
Kubient’s DOOH RTB channel could be and is built-in with different advert platforms, he mentioned, though he declined to say which of them. Within 4 to 6 months, he added, the stock will increase to half 1,000,000 screens, and embody Canada and Europe.