Verizon dsp

BASKING RIDGE, N.J. Verizon Media and Broadsign today announced an extended partnership to directly integrate Verizon Media’s programmatic demand-side-platform (DSP) with the Broadsign Reach programmatic DOOH supply-side-platform (SSP). Using the combined solutions, Verizon Media advertisers can now easily access Broadsign’s global programmatic DOOH (pDOOH) inventory as part of their omnichannel buys.The partnership is another step in Verizon Media’s continued expansion into DOOH, as more advertisers recognize the value of the medium in omnichannel campaigns, and a growing number of consumers note DOOH’s ability to capture their attention. Eighty percent of consumers recall DOOH advertising, with highway, retail, grocery store and gas stations as the top venues, according to a recent research study1 commissioned by Verizon Media and Toluna.Integrating the Verizon Media DSP with Broadsign Reach allows buyers to better tap into consumer audiences and combines Verizon Media's powerful DOOH planning, targeting and measurement suite with Broadsign Reach’s expansive global network of roadside, transit, retail and place-based digital screens. In addition to expanding Verizon Media’s DOOH footprint in the Latin American and European regions, the collaboration provides buyers with enhanced dynamic creative capabilities and transparency, as well as support for programmatic guaranteed deals, among other advancements. Verizon Media currently offers DOOH measurement and attribution through its relationships with third-party measurement parties, and will be rolling out a new proprietary solution leveraging its verified first-party data.“DOOH premium campaign placements add a unique value to advertisers’ programmatic omnichannel buys,” said Greg MacDonald, VP, Marketplace Partnerships at Verizon Media. “Together, we’re making it easier for our customers to optimize their creative when planning and delivering campaigns, as well as expand their audience reach. We’re pleased to deepen our relationship with Broadsign and continue to bring Verizon Media DSP customers the most diverse and expansive omnichannel opportunities at scale.”“Programmatic DOOH is following a similar trajectory

Together to drive better outcomes for clients,” said Steve Katelman, EVP, Global Partnerships at Omnicom Media Group. “Adding Verizon Media’s capability to our own transparency tools allows us to understand deeper bidding insights at the auction level, ensuring that we are accessing the inventory through the optimal path. This level of DSP supply path flexibility should be the expectation moving forward.”“We believe in leading the DSP market to give advertising partners transparency on everything from reach and cost across channels, formats and exchanges, and help them predict what will work best down the road,” continued Markman.The Verizon Media DSP is a full-funnel, transparency-driven platform that combines unique data sets with machine-learning optimization, exclusive inventory, and enhanced productivity features, giving advertisers the flexibility, control and confidence to manage omnichannel programmatic strategy.For more information, visit us at verizonmedia.com.1 MediaPost, ‘Transparency' Most Important Words Of The Year,’ 20192 eMarketer, ‘Brands Want Transparency,’ 2019Related Articles

NEW YORK – Continuing its mission to build trusted partnerships with advertisers and publishers, Verizon Media today announced an innovative new omnichannel insights tool for its industry-leading demand side platform (DSP). Powered by machine learning, the new tool is designed to give advertisers clarity on their omnichannel programmatic ecosystem, with robust performance insights and optimization recommendations for each channel, ad format and exchange. According to a recent survey by Advertiser Perceptions, among advertisers, “transparency” is the most important word of 2019, with brands rightfully seeking more insights into campaign performance and media quality than ever before.1 Similarly, 60% of US advertising executives cite a lack of transparency as the biggest challenge for digital spend optimization.2“At Verizon Media, trust and transparency are more than just buzzwords,” said Iván Markman, Chief Business Officer at Verizon Media. “We believe in the power of consistently delivering new technologies, platforms and tools that unlock deeper insights into programmatic supply and performance. With today’s announcement, we are continuing to take a leadership role, bringing our DSP customers granular omnichannel intelligence at the auction level, giving them everything they need to understand how and where to best allocate budgets.”The new transparency tool delivers a 360-degree view of a DSP customer’s omnichannel programmatic environment, with robust audience reach and cost analyses broken down by channel (e.g., display, CTV, DOOH, audio, etc.), ad format (e.g., video, native, etc.) and exchange. It enables buyers to drill down to truly understand how each channel, format and exchange is performing on their behalf, while providing forecasts to shape campaign strategy, creative and targeting. In future versions we expect to allow segmentation by device, video duration, video placement, and domain, bringing advertisers unparalleled insights across their programmatic universe."Increasing transparency within the programmatic ecosystem must be an industry-wide priority, bringing agencies and tech partners

Oath, a Verizon (NYSE, Nasdaq: VZ) subsidiary, today introduced Oath Ad Platforms as its simplified suite of intelligent advertising and publishing solutions globally. Oath Ad Platforms combines the best assets from BrightRoll, ONE by AOL and Yahoo Gemini into a set of solutions that makes it easier for advertisers and publishers to drive growth. The suite activates Oath's trusted data, high-quality inventory, innovative ad experiences and industry-leading programmatic algorithms. Additionally, the unified DSP offers access to new native and connected TV inventory as well as unique ad formats. New features and functionality will be rolled out on an ongoing basis."Oath Ad Platforms is the culmination of years of experience creating world class advertising offerings powered by data and designed to build brands," said Tim Armstrong, CEO of Oath. "We've combined the best assets from our trusted platforms with new functionality to drive meaningful results for advertisers and publishers. Oath Ad Platforms is another example of our longstanding commitment to innovation, providing a solution to today's digital advertising challenges."Oath Ad Platforms offers solutions for both marketers and publishers, including:Oath Ad Platforms for Marketers helps brands and agencies focus on what drives their business, including brand building and acquiring new business. Powered by a DSP, native and search marketplace, and exchanges, the platform provides advertisers with the tools and data they need to buy how they want and connect with consumers in intelligent ways.DSP: The DSP activates Oath's wealth of trusted, exclusive first-party data as well as partner data. It connects to over 40 global exchanges and offers access to brand-safe inventory across AOL, Yahoo and Oath's other owned and operated properties. In addition to display and video inventory, DSP advertisers can now take advantage of new capabilities to target native and connected TV through the DSP to enhance their media strategies.

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