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Lemma, an omnichannel platform for emerging media, is teaming up with AdXact, a demand-side platform for digital out-of-home media, to offer transparent cross-team buying and planning opportunities.
The collaboration also focuses on driving efficiency in cross-team CTV as well as programmtic DOOH buying and planning, according to a press release.
This collaboration grants brands expanded access to aggregated pDOOH inventory across high-impact environments, such as retail media, transit hubs, rideshare vehicles, and street-level locations.
«By working together, we’re breaking down silos and offering a more integrated approach to digital out-of-home media planning,» Angelina Marmorato, AVP of sales and partnerships at Lemma, said in the release. «This partnership will provide our clients with seamless omnichannel buys and access to a wider range of pDOOH inventory, creating more impactful advertising opportunities with improved reporting and transparency.»
«Our mission has always been to simplify the buying process and create more efficient programmatic solutions for our clients,» Dan Ryan, CEO of AdXcelerant, said in the release. «This partnership with Lemma enables us to offer cross-inventory planning in CTV and pDOOH, unlocking diverse audience reach for all teams.»