Mediabrands announces ‘first’ outdoor digital programmatic trading platform

April 3, 2014 1:11

Marc Lomas

Media agency group IPG Mediabrands is claiming an Australian first with the launch of a programmatic trading platform for outdoor digital advertising.

The move by the group, whose agencies include UM, Initiative and BPN, sees its programmatic buying division Cadreon partner with out-of-home businesses Brandscreen and Site Tour to launch real time buying of digital inventory across nearly 1,000 outdoor screens. Among the vendors to sign up to the platform at launch are Westfield, Adshel and Executive Channel.

“This is definitely an Australian first and possibly even a world first,” Marc Lomas, managing director of Cadreon Australia told Mumbrella. “We haven’t heard of anyone else throughout our network and speaking to various different vendors, even across Clear Channel in the US, no one seems to have cracked this nut.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

Topics

1 COMMENTS

DT 7 Apr 14

I’m jealous, looking forward to watching this ‘space’

User ID not verified.

Latest

Google reignites campaign against under-16s social media ban

Out-of-home operator Gawk ends relationship with Ooh Media, aims to win ‘divorce’

Digitas Australia gains MD from VML Commerce

Nine and Warner Bros already casting The Golden Bachelor Season 2

Foxtel's plan to bowl over sports fans this summer

Mediabrands announces ‘first’ outdoor digital programmatic trading platform

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

SUBSCRIBE