Yahoo and Hivestack, a programmatic digital out of home ad tech company, have formed a partnership to connect technologies and enable programmatic DOOH cross-channel media campaigns globally, according to a company press release.
Through the partnership, Yahoo’s omnichannel demand side platform will be integrated into the Hivestack supply side platform, which will allow Yahoo and its clients to access Hivestack’s premium global DOOH inventory through real-time bidding transactions via open exchange and private marketplace deals.
«The evolving programmatic DOOH landscape has created numerous opportunities for brands, agencies and media owners to leverage the channel to drive meaningful and measurable connections with audiences across the globe. We are thrilled to have the opportunity to integrate with the Yahoo DSP to facilitate seamless, efficient experiences for omnichannel marketers to transact across DOOH programmatically, providing access to premium global DOOH inventory and data,» Bruno Guerrero, COO at Hivestack, said in the release.
Advertisers and agencies can access Hivestack’s global DOOH inventory through the Yahoo DSP.
«DOOH marries high-impact creative with cost efficiency across an omnichannel campaign strategy,» Iván Markman, chief business officer at Yahoo, said in the release. «Early to the space, Yahoo has helped advertisers maximize DOOH screens throughout the consumer journey and foster meaningful and memorable connections. This partnership amplifies that ability and provides Yahoo DSP advertisers with the diverse, global and premium OOH inventory Hivestack affords.»
Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 25-plus countries. Yahoo is a global media and tech company that reaches nearly 900 million people with finance, sports, shopping, gaming and news through content and tech platforms.