New York City-based billboard giant Clear Channel Outdoor Americas announces it is launching a nationwide program for selling billboard space to marketers through Rubicon Project’s Private Marketplace, or PMP.
Based in Los Angeles but with offices throughout North America, Europe, Australia and the Asia-Pacific rim, Rubicon Project is a technology company that automates the buying and selling of advertising.
Through the partnership, CCOA’s digital billboard inventory will now be available to programmatic buyers via the PMP. This will now enable advertisers and brands to purchase CCOA’s digital inventory at scale, seamlessly, within PMP. Built from the ground up by CCOA and Rubicon Project, this new digital out-of-home exchange combines CCOA’s reach of 1,000 digital billboards across 25 of its 29 digital U.S. markets with Rubicon Project’s leading technology platform, according to the two companies.
Building upon the February 2016 nationwide launch of Clear Channel RADAR, a suite of research, data and analytics tools to help advertisers and agencies more effectively plan and buy CCOA media, this new programmatic platform taps into mobile data-driven audience insights and gives digital marketers the unique ability to buy digital billboard space via the world’s leading private marketplace—powered by Rubicon Project—and apply the same sophisticated, data-driven buying insight that RADAR delivers. Further, the platform streamlines out-of-home buying and boosts efficiency and budget control through ad automation, which allows media budgets to be shifted, increased or decreased easily cross-platform via PMP.