DOOH Advertising
Photo: Vistar Media
August 7, 2025
Vistar Media, which provides tech solutions for OOH media, has launched Programmatic Guaranteed, a new option for buying and selling OOH campaigns.
It allows advertisers to lock in delivery and pricing on select inventory, while giving media owners better visibility into demand and stronger budget commitments, according to a press release.
Vistar’s marketplace now supports the full spectrum of programmatic transaction types — open exchange, private marketplace and guaranteed.
«The laws of supply and demand still rule in the U.S. market, and when brands are planning around moments where visibility is critical and inventory is limited, they need certainty,» Lucy Markowitz, SVP and GM, US Marketplace at Vistar Media, said in the release. «Programmatic Guaranteed makes it possible to lock in placements and budgets ahead of time, so both buyers and media owners can move forward with confidence. Most solutions today fall short on delivery assurance and pacing, so we built the most complete solution in-market to change that.»
Vistar’s approach includes:
- Inventory reservation: Vistar enables true reservation of campaign inventory through its ad server. Media owners using other ad servers or CMS platforms can coordinate availability using their existing systems.
- Automated pacing: Vistar takes on pacing responsibilities — automatically distributing impressions across the flight and adjusting for screen outages or fluctuations to keep campaigns on track.
- Seamless activation: Campaigns are pushed directly into the buyer’s account, with any updates from media owners reflected automatically, no manual setup required. For omnichannel DSPs, a shared deal ID enables activation.
Historically, buyers had to choose between the flexibility of non-guaranteed and the certainty of direct deals, often at the cost of manual effort and limited scalability.