Today, digital out-of-home programmatic provider Vistar Media announced that it has been selected as a new programmatic partner by Uber OOH, the ad network of cartop screens that sit on over 3,000 Uber cars in the U.S.
Uber’s cartop inventory will be made available through Vistar’s SSP, so it can be accessed programmatically, in an open exchange or via private marketplace deals. Media buyers can tap in on the demand side through a number of DSPs, including Vistar DSP, Adelphic, MediaMath, Ubimo, Yahoo and others.
The Uber OOH screens are two-sided and Internet-connected, and are found on the cars of participating drivers in Atlanta, Boston, Chicago, Dallas, Los Angeles, New York and Phoenix.
Why we care. One of the key aspects within the rapidly transforming OOH space is the opening up of premium inventory through programmatic buying and selling. Not only does this provide better access and more splashy opportunities for marketers, but it allows flexibility for them to test, optimize and orchestrate their campaigns.
It’s not enough to promise advertisers that their brand will be seen on landmark streets in major markets. That inventory has to be plugged into a programmatic environment with proven adtech partners that can measure results.
Read next: Vistar Media integrates audio OOH to reach in-store shoppers.
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