In an APAC first, Adshel has moved to automate the workflow for the buying and selling of out-of-home (OOH) advertising through a partnership with Rubicon Project, a global technology company which operates one of the largest advertising marketplaces in the world.
In a phased launch, Adshel’s inventory will be integrated with Rubicon Project’s Guaranteed Orders platform, commencing with its Adshel Live and Adshel Rail digital panel inventory.
From April 2017, agency and in-house trading desks will have access to Adshel’s digital panel inventory in Australia, with transactions facilitated through the Rubicon Project Guaranteed Orders interface. Media buyers will be able to use this sales automation technology to select digital panels and specify desired audience targeting using various datasets associated with each outdoor media asset, such as audience attitudes and behaviours, location datasets and campaign audience reach and frequency scores via the Outdoor Media Association’s OOH audience measurement metric, MOVE.
The second phase of this partnership will allow the purchase of static panels via automated media buying channels.
Adshel’s partnership with Rubicon Project builds on the existing partnership that Adshel has with Cadreon, an IPG Mediabrands ad-tech unit that develops programmatic technology solutions. Working with Cadreon since June 2014, Adshel has been pioneering outdoor media’s digital programmatic trading model via sales automation technologies.