Vistar adds first-party data to out-of-home (OOH) ad targeting through LiveRamp partnership
Barry Levine | November 28, 2016
Step by step, out-of-home (OOH) advertising is becoming just another kind of online inventory. This week, New York City-based Vistar Media expanded its repertoire through a partnership with data provider Acxiom’s onboarding unit, LiveRamp. According to Vistar CEO Michael Provenzano, this is the first use of first-party customer relationship management (CRM) data for targeting and measurement of OOH inventory, and it’s the first time LiveRamp has been involved in OOH. Previously, Vistar has offered a platform for booking OOH media and serving ads to what it says are hundreds of thousands of digital signs in the U.S., covering 90 percent of all place-based digital signage. This includes electronic billboards, bus stop digital signs, elevator signs, taxi screens, screens at airports, and others. It provides automated bidding for digital signage, which can be reached through its own demand-side platform (DSP), similar to how an advertiser or agency might buy website inventory. For non-digital, static signs, an agency or advertiser uses the Vistar platform for finding the inventory, and pays the stated price to book the signage directly with the owner.